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.
Author: Kimberley Clare Ogden
Latest posts by Port Elizabethan (see all)
- King Williams Town news: Long term forecast forKing William’s Town, Eastern Cape (South Africa) - 18 December 2017
- Mthatha news: South Africa: How a Rural Community Built South Africa’s First ISP Owned and Run By a Cooperative - 17 December 2017
- PE in the news: PE teen dies in beachfront stabbing - 17 December 2017
- Uitenhage in the news: Feast of summer holiday fun in Bay - 17 December 2017
- Join the new South African Chat Rooms website - 16 December 2017