The recent #fillourstadium campaign for the Southern Kings created did just that, as well as increasing awareness of the Southern Kings’ games and forging support for local rugby.
Running from April 22nd through to May 22nd, Boomtown created an eye-catching campaign creative, and a social media campaign that gained local and national momentum. Piggy-backing on the Spar Ladies race and having the team dress up and run, having Athol Trollip raise the #fillourstadium flag at the Donkin Reserve, sand artists at Hobie Beach, and emblazoning the campaign hashtag on the large patch of grass at the bottom of Brickmakers Kloof Road, the agency created highly visible, shareable moments.
“Passionate Port Elizabeth resident, Renaldo Gouws started #fillthestadium and it played into the campaign momentum, creating moments of ‘shareablility’ to get bums on seats,” comments Boomtown Creative Director, Ross Ventress. “The creative was energetic and prompted people to get involved and made them believe if they didn’t go to the game, they’d miss out.”
In one month, Boomtown managed to increase the Southern Kings ‘likes’ from 15,439 to 17,018. The organic reach was an impressive 741,450 and the paid for reach totalled 46,018. “We reached a huge local audience online through social media, and the stunts we created also gained momentum in print, broadcast and online publications,” adds Boomtown Business Group Head, Ebert Grobler.
Stadium attendance for the first game of the campaign was 21,096, up from just over 4,000 previously.