Cronulla Sharks Rugby League Football club launched a campaign called ‘Where the shark are you’ to boost fan engagement and to find their supporters across the globe. It’s not the first time that the club has explored new ways to collaborate with fans: Sharks also leveraged the relatively new Facebook Live platform to create a live video show with a large amount of fan-generated content within it.
Details of the campaign:
- Slogan: Tell us where you’ll be watching a game
- Active in: now
- Mechanics: Sourcing photos on social media with #WhereTheSharkAreYou hashtag
“We encourage fans to send us a selfie of where they are watching the show or game anywhere in the world. We’ll then highlight those people on our social media. It’s a very interactive form of fan engagement”
What they’ve achieved with UGC:
- The live stream attracted 54,000 page impressions on Cronulla’s website and had more than 30,000 unique visits.
- The variety of countries was unexpected: fans watched the Sharks’ live-stream from New Zealand, United States, Canada, Britain, Thailand, Japan, Vietnam, Indonesia, China, Germany, Korea, PNG, Israel, Lebanon, Sweden, France, Kenya, Fiji, the United Arab Republic and Romania.
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