"7100 Chinese to an AFL game in China,
with Zero Spent on Advertsing!"
with Zero Spent on Advertsing!"
In 2010 the Australian Football League (AFL) made a statement by hosting a live exhibition match in Shanghai, China. Awareness of AFL football was very low and engaging with the public was going to be expensive and challenging.
The strategy was simple: connect Chinese nationals with an exciting, but mostly unknown sport using cool content. Ambitious, yes! Impossible, no! A Chinese AFL website was launched, housing content designed to educated, engage and get Chinese excited by the exhibition game. It hosted social features to share, prizes to win and more. The end result: Over 7000+ turnout to the event, a TV deal and major media coverage across key China press.