Hawthorn FC and Campaignware deliver unique fan activation for AFL Round 1 at the MCG

March 20, 2023

Hawthorn FC and Campaignware offered an innovative and unique fan experience that was activated on the MCG concourse before the club's AFL Round 1 clash against Essendon on Sunday.

The campaign, made by Campaignware’s new Bespoke division, gave fans the chance to take a have a full body photograph placed into the centre of a specially designed Hawks team photo, which they could take away as a memento.

Offered for free via specially installed booths, different versions of the campaign will be made available throughout the year in both physical and digital spaces - powered by the world-first image insertion technology built by Campaignware.

Commenting on the activation, Hawthorn Football Club Head of Marketing, Karina Bloomfield stated “for the first time in three years, we’re able to celebrate the beginning of the AFL season in a big way, and with a 60,000+ crowd anticipated for our Round 1 grudge match, we wanted to give our loyal members and fans every reason to get along to the game.

“New and creative ways to engage our fans is at the forefront of our match day strategy, and so we put the challenge to Campaignware to custom design and build this activation for us.

“We’re thrilled with the finished product and think our members and fans will be too.”

Campaignware founder, Adam Mussa added “we’re thrilled to continue pushing the boundaries of fan engagement with our longstanding partners Hawthorn FC by creating this unique physical activation space, and showcasing the scope of what Campaignware can offer to the sporting community through our Bespoke division.

“This campaign is innovative for fans by offering them a unique experience before the match, and a world-first technical achievement in how it can be scaled to create unique experiences digitally and physically.

“We can’t wait to see the smiles on fans faces on the day, and just how far we can push this technology in the future.”

For more information go www.campaignware.com

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