Melbourne Stars

Background

The Melbourne Stars are a successful Big Bash Cricket team who have had limited success in engaging the Sri Lankan and Indian cricket fans in its catchment of east and south East Melbourne.

Challenge

The challenge was to convert existing Sri Lankan and Indian community cricket fans into Melbourne Stars fans.

We needed to create an engagement campaign to drive South Asian fans to two specific community themed nights at Melbourne Stars Games. Initiatives were to include theme night concept development, dedicated community fan bays, a 60-person influencer program, precinct cultural activation, social media and traditional media campaigns, and a content marketing campaign using Red Elephant’s CulturalPulse platform.

Key outputs/outcomes

Both Sri Lankan (Big Match Party) and Indian (Republic Day Party) fan bays sold out at the Melbourne Cricket Ground, reaching 1.5 million community touch points through social and community media, and five cultural events.