The Creative Shop were challenged to create an experience which brought to life fan stories of how and why they support the Western Sydney Wanderers A-League team.
Firstly, we created the 'Ultimate Pepper FanZone' outside Pirtek Stadium at four key WSW games, in order to establish brand presence and recognition. Within this FanZone we then used our interactive kiosks to encourage fans attending the game to record a video message in answer to the question "Why do you sing for the Wanderers?". To further encourage people to share their stories, we had branded freebies to giveaway to anyone who participated in the experience, as well as incentivising participation with the possibility that their video/image could appear on the Big Screen within the stadium at the next WSW home game. All of the content, as well as being sent to each individual user via a personalised eDM, was concurrently uploaded to a Pepper Flickr page so that fans could see everyone else's contributions. Finally, ahead of the last game of the season a compilation video was created of all the content contributed by fans, and played on the Big Screen at half-time to showcase Pepper's WSW sponsorship.