Woolworths activated its partnership with Netball Australia in March through an initiative called ‘Pick Fresh, Play Fresh’ based around a digital engagement hub with interactive gaming-style experiences aimed at educating young Aussie netballers about the role of nutrition in sport.
The online bug uses familiar gaming visuals and concepts – including ‘like badges’, personalised and shareable ‘player cards’ and ‘leader boards’ – linked to a variety of interactive games designed to make learning fun and to offer tips and tricks on picking and eating fresh to improve their netball game.
Players will be able to create personalised avatars and then earn, collect and store badges by playing games to be in with a chance to win prizes which range from becoming the ‘Woolworths NetSetGO Little Leader’ and to walking out with the profession al players as their teams head out onto the courts at the start of the Suncorp Super Netball (SSN) Grand Final.
The digital hub is the centrepiece of an integrated campaign which spans TV with SSN broadcaster Fox Sports, as well as in-store and social assets.
The campaign, created in harness with agency M&C Saatchi Sport & Entertainment, saw the retailer linking up with customer engagement platform Komo Technologies to create a versatile platform enabling Woolworths to create interactive experiences that seek to deliver tangible engagements in ways children can understand.
The new campaign builds on Woolworths’ existing ‘NetSetGO’ initiative: Netball Australia’s official starter program for children aged between five and 10 which aims to teach kids about healthy food choices and how this can help them enjoy and improve their sport and achieve their goals.
“We’re pleased to be continuing our work with Komo. The delivery to date on our Surfing Australia partnership is showing great proof of concept in allowing us to educate and inspire our audience in nutrition,” explained Woolworths Sport & Media Partnerships Head Trent Sullivan. “We’re excited to build on that success for the upcoming netball season to help drive a tangible impact to kids’ health through our partnership with Netball Australia and Woolworths NetSetGO.”
M&C Saatchi Sport & Entertainment Partnerships Senior Account Director Oliver Braley added: “The Pick Fresh Play Fresh Surfing hub with Surfing Australia is live proof of the concept with great signs of success thus far. The engagement rates, live analytics and ever growing stable of features and games available out of the box with the Komo platform have given us the confidence we needed to amplify this campaign with netball.”
Komo Founder and CEO Joel Steel added: “It’s undeniable that the number of brands trying to get our attention each day is growing exponentially, and people are more distracted than ever. We also know that teaching kids about nutrition and healthy eating is vital to enable them to be their best selves and achieve their goals, so we are proud to play a part in this fantastic Woolworths initiative. The Komo platform has been built to connect and engage by cutting through the noise in a world of very short attention spans by delivering personalised, high value content. We are thrilled to have Woolworths, Australia’s most trusted and well-known brand, using our platform with great success, and we look forward to continuing to grow our partnership.”
Comment
This March netball campaign builds on previous retailer/netball Pick Fresh, Play Fresh initiatives which ran through 2021 and 2022.
It is the second sports sponsorship project on which Woolworths has linked up with Komo and follows on from a six-month ‘proof of concept’ project activating the retailer’s partnership with Surfing Australia which runs until April 2023.
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