Execution - Fight of Fandoms
As an AFL sponsor, Telstra had a great asset. We knew that that was a key component we could use in our campaign. We bundled AFL passion and Game of Thrones fervour into a Telstra online event that recruited people into tribes, or fandoms, by area and pitted them against each other. The fandom that showed the most devotion to its local teams would rule the land.
Pledge Your Allegiance
People uploaded their residential address and planted their AFL team flag virtually outside their home via a Google Maps API hack and Street View images. Then they shared their allegiance selfie to recruit fellow fans.