A Creative Digital Campaign for AO Blitz, tapping Australia's grand slam event to grow grass roots tennis
HIVE helped Tennis Australia to create a digitally lead campaign that turned having a hit with a mate into a nationwide tournament. With the biggest names in world tennis playing for towns around Australia and a swag of amazing prizes up for grabs, the AO Blitz persuaded more people to play more tennis.
The AO Blitz Tour visited towns across Australia, providing positive change and engagement with tennis. The competition invited individuals, schools and clubs; to take on a series of fun challenges and win great prizes, including a Kia Sportage 2WD.
Registered participants earned points for taking challenges, which were then awarded to their nominated town. The towns that earned the most points were represented on court by one of the world’s top tennis players at Australian Open 2014.
The website was built upon the HIVE Hub our CMS platform, with a complete responsive competition feature set that allowed users to engage from any device and share across multiple social media accounts. Tennis Australia was also able to administer and moderate the competition and content.
The results were ace! (Really sorry). Over 35,000 challenges were completed across the nation, as almost one thousand Australian towns got court up in the AO Blitz. The intense level of participation was genuinely impressive with individual's becoming entrenched in AOBlitz challenges and simply put, playing lots and lots of tennis.
Technology Features
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Build on HIVE hub (responsive web and CMS solution)
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Strong use of social interaction and user content
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Gamification of social content with points and badges systems
Site Stats
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48% of site visitors returned with an average visit duration of 6 minutes highlighting site engagement
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Total of 972 Towns signed up and got involved
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Over 35,000 challenges completed
