Being one of the six teams in the newly re-formed Australian Baseball league, The Melbourne Aces suffered from low awareness amongst sport fans, which unfortunately led to poor attendance figures and a lack of season memberships.
Our objectives were three fold; 1) To put Australian Baseball on the map, and increase awareness of The Melbourne Aces, 2) Increase individual ticket sales to the 2013/14 season and 3) Increase memberships for the 2013/14 season.
With a limited budget, we needed our audience to create our reach for us, so our campaign comprised of 3 extreme skills videos featuring Aces players hitting, pitching and catching baseballs on the golf course, at the bowling alley and on the hockey field at a skill level never seen before anywhere in the world. Essentially we targeting other popular Australian ball sports and showed the Aces players beating them at their own game.
We then launched the videos into the social-sphere where they were picked up by the Australian media causing the videos to go viral. Before long, all of Australia was talking about the country’s latest ball game (and The Melbourne Aces).
Upon reviewing our results at the end of the campaign, it’s fair to say we hit our objectives out of the park;
· Doubled opening weekend attendance from 2012/13 season
· 2013/14 season ticket sales increased by 22% from 2012/13 season
· Increase of 39% in membership sales from previous 2012/13 season
All for a campaign with no paid media, produced for under $30,000.