From gamified campaigns and merchandise activations to AI-powered fan experiences
The Illawarra Hawks partnered with Sports Cloud Australia at the start of their digital transformation journey.
Like many sports organisations, they were caught in day-to-day execution, with limited focus on structured fan growth and conversion. Marketing activity was active, but not strategically aligned to drive engagement, activation, or commercial outcomes.
During the partnership, we focused on three core pillars:
Across each pillar, two central questions guided the approach:
How do we grow the database? And how do we increase commercial return across every touchpoint?
Rather than relying on a single solution, we implemented a staged and iterative approach. We started with quick wins to unlock immediate value and build internal momentum. As results became visible, this evolved into a more structured and integrated marketing strategy, ultimately growing the Hawks’ fanbase and significantly improving commercial performance.
Today, the approach spans a wide range of initiatives, from gamified campaigns and merchandise activations to AI-powered fan experiences, all designed to move beyond generic match day marketing and create deeper, more valuable fan relationships.
The Summer Series Hub
During the school holiday period, we launched the Hawks Summer Schedule Hub, an AI-powered hub where fans could easily discover what’s on and when throughout the Summer Series.
The Hub not only served as a central overview of all summer events, but also became the go-to destination for theme rounds, key moments, campaigns, and partner activations. By bringing everything together in one place, we created a seamless fan experience while unlocking new commercial opportunities.
And the results speak for themselves:
Midcourt Mayhem - Powered by City Motors Group
A high-energy halftime experience where selected fans took to the court for the chance to win a car. To enter, fans completed a gamified quiz, a fun, accessible way to drive pre-game engagement and capture valuable fan data. The result: in-venue excitement, digital interaction, and a premium platform for partner integration.
React Game - Powered by React Solutions Facility
A reaction-speed challenge that put fans' reflexes to the test. By aligning the game mechanic directly with the partner's name, we created an activation that was instantly memorable and on-brand. Proving that the best partner integrations don't feel like ads, they feel like entertainment.
Both activations show how a smart concept can do the heavy lifting, combining fan engagement, data capture, and partner storytelling into one seamless experience.
Do you want more information about this case? Feel free to contact Charlotte.
AI & Digital Marketing Manager
daniellee@sportscloudaustralia.com
