Spotlight on Carlton United x Footy Tipping

Client: Carlton & United Breweries (CUB)

Brands: Carlton Draught, Carlton Dry, Victoria Bitter

Sponsorship Assets: The NRL and AFL

What was the client's problem?

CUB were searching for a way to activate their sponsorship of Australia’s two biggest domestic leagues in pubs across their vast country.

And whilst there were established ways that fans engaged with games in-venue - paper tipping, scratch cards, quizzes - these were analogue activations, played at an individual venue level and impossible to measure.

What were they looking for?

A tech partner that could help them digitise the country’s favourite past-time - footy tipping - in a bid to:

Drive season long engagement with their sponsor leagues
Maximise footfall into partner venues
Gain data and behavioural insights into how fans followed the NRL/AFL out–of-home

What concerns did we need to overcome?

Having just launched down under, there was an understandable reticence to work with an unknown name in the market at the time. Significant anxieties existed around shifting from cardboard to digital and the need to get buy-in from both bar managers as well as sports fans.

What operational challenges did we need to consider?

Year one of this campaign lived and died on our ability to get buy in and effectively communicate down the following chain of command against tight, start of season, deadlines:

FANZO > CUB’s marketing team > regional sales teams > pubs

What was our solution?

We created a digital game, played on the FANZO app, in partnership with CUB to take tipping digital. Sports fans who made their tips in-venue or are successful in their calls win free drinks to be redeemed at the bar.

It’s a product that combines everything that was great about paper tipping at the pub - the camaraderie and on-going competition - with the reach, scale, built in sampling opportunity and measurability of digital activations.

Has it been successful?

Now in its 4th year of repeat activation, FANZO’s digital tipping game has driven hundreds of thousands of confirmed visits to CUB partner venues and redemptions of CUB products.