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Scoring a Chinese FanbaseCase Study: AFL
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25% of current Australian rules
football lists are from diverse
backgrounds
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The governing body, the AFL, wanted
to reflect this diversity by broadening
its appeal to growing markets, like
China, with an exhibition game
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but because there was little exposure
to the sport
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and a language barrier...
你会说中文吗?
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it was largely an unknown sport in China.
? ??
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That’s where MAILMAN came in
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60Kvisitors to their website
in 30 days
The result200k+visitors to their
website in 90 days
7000+Chinese attendees at AFL’s
1st exhibition game in China
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Websitecreated Chinese website
to educate & involve
the expanding fanbase
How we did it...Engagement
used social media
channels to start
conversations
Campaignspromoted game
through local sports
channels & ran contests
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The website housed content designed to educate, engage & get Chinese
excited for the game
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We harnessed the influence of Key Opinion Leaders
(KOLs) and microblogs to drive engagement
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And promoted the AFL through media campaigns on
sports websites and platforms with prizes to increase
exposure
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With Mailman’s help, the AFL had over 7000+
turn out to the event, a TV deal & major
media coverage across key China press, and
most importantly, established a fan base in
China
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