In order to assist Foxtel and FOX FOOTY in continually increasing their identification with the AFL, TLA created a space within the 2016 Foxtel Footy Festival that provided the opportunity for both brands to engage face to face with the AFL community. The space consisted of two premium marquees that were separated by an open space decked out with outdoor furniture and bean bags.
As well as increasing overall brand visibility, the activation consisted of 4 main elements. The first of which was the FOX FOOTY marquee, which included an interactive commentary desk that enabled participants to call passages of play from their favourite team. The best commentary throughout the activation was awarded two tickets into the Grand Final.
The second marquee was branded and fitted out as a Foxtel sales area. This space provided opportunities for the Foxtel sales team to connect with sporting fans and potential customers to offer subscriptions and sporting branded merchandise.
Between the two marquees was a VIP Customer Zone designated as an exclusive area for existing Foxtel customers enter and enjoy entertainment provided both on stage and through Foxtel enabled tablets. This space also hosted a number of appearances from Foxtel talent.
The final element was a social competition developed to increase the share of voice of participants at the Foxtel Footy Festival. A number of props were produced, with the most creative Instagram posts including #foxtelfootyfestival being awarded 12 month Foxtel subscriptions.