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

Convert existing Sri Lankan and Indian community cricket fans into Melbourne Stars fans.

Brief

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

Key outputs/outcomes

Both Sri Lankan (Big Match Party) and Indian (Republic Day Party) fan bays sold out at the Melbourne Cricket Ground, 1.5 million community touchpoints through social and community media, 5 cultural events.