Richmond Football Club
Operation 10,000
Surface Media recently worked with the Richmond Football Club on ‘Operation 10,000’, an exciting membership referral campaign intended to boost online membership sales for 2011. The Operation 10,000 campaign truly leverages the power of social media and is the first of its kind amongst the AFL clubs.
Solution
Operation 10,000 centres around a campaign video that is pushed out to current Richmond members and subscribers. Richmond supporters who initially received the video were encouraged to sign up to join Operation 10,000 and to then send the video to friends via the campaign website. For each friend who signs up to join the campaign and/or become 2011 Richmond members, that member will receive points towards their Operation 10,000 tally to complete for over $25,000 in cash and prizes.
The website allows members to connect to their Operation 10,000 account to their Facebook account and share the video with friends via email and Facebook. Members can post the video to their Facebook wall (so that it appears in their friends’ newsfeeds) or send a Facebook message directly to selected friends. The system keeps track of who each member’s friends are and assigns points when they join as a result of that member’s referral.
The system integrates a custom-built campaign database with the Facebook API and also allows for integration of data from Archtics, the Ticketmaster system used to manage Richmond Football Club memberships.
The project required consultation with a number of stakeholders from the Richmond Football Club, the AFL, Telstra, Archtics (Ticketmaster) and Spike Creative. Surface Media is very proud to have been a part of this exciting and innovative project.
Surface Media also worked with Richmond to design their 2011 membership website. Read more about the 2011 Richmond membership website project.
Call Surface Media on 03 9670 7062 to discuss your digital requirements.
