Client: CBR Brave
Industry: Professional sports - AIHL
Objective: To elevate the fan experience on game days and enhance sponsorship value through digital engagement.
Background
In the heart of Canberra, there's a roar that's unlike any other, the sound of the CBR Brave fans, a community of ice hockey enthusiasts whose loyalty is palpable. One of the Australian Ice Hockey Leagues(AIHL) leading franchises, the CBR Brave are continuing to push the boundaries of innovation. With the distinction of securing the league’s inaugural naming rights sponsor in 2023, the Brave are poised to take their fan engagement to new, interactive heights.
Challenges
Despite their on-ice victories, the Brave faced off against several off-ice challenges:
- Disconnected Content: Fans were ricocheting between multiple websites and social media to gather team info, leading to a fragmented fan experience.
- Underutilised Fan Engagement: The Brave’s fans were eager to engage, but had no digital channel to do so, particularly during game intervals.
- Limited Sponsor Exposure: Sponsors were benched to static ads, missing out on dynamic engagement opportunities.
Solution
A partnership with Tiparra led to the launch of the CBR Brave App that tackled each challenge head-on:
- Unified Team Hub: The app now serves as the nucleus for all Brave-related content, from ticketing to player stats, resulting in a 30% uptick in fan interaction with team data.
- Second Screen Mastery: Game days transformed into digital playgrounds, with fan participation in trivia and polls surging by 50%, and merchandise giveaway entries increasing by 75%.
- Sponsorship Amplified: The app’s design seamlessly integrates sponsor branding, leading to a remarkable 120% rise in fan-sponsor engagement.
Results
The digital roar of the Brave has never been louder:
- Comprehensive Team Access: The app has become the go-to source for fans seeking team insights.
- Game Day Revolutionised: Fans now enjoy a 360-degree interactive experience, influencing everything from playlist selection to puck drop.
- Visible Sponsor Impact: Caribou Kingston, along with other sponsors, enjoy front-row visibility, leading to an increase in fan recall and visits to business locations.
Conclusion
The Caribou CBR Brave app, powered by Tiparra has redefined what it means to be a fan. It has placed all essential fan desires into a single, dynamic platform, transforming game days with interactive engagements, and ushering sponsors into the spotlight. This white-labelled app has proven to be a game-winner for fans and sponsors alike, scoring big in the league of fan engagement.
