The AFL Safari Adventure Quest is a hypothetical digital marketing campaign created for the GWS Giants AFL team during my final semester at Western Sydney University, designed to attract local families to their first AFL game and increase ticket sales for the GWS Giants.

 AFL Safari Adventure Quest.           
Digital Communication
2024.

Targeting parents seeking new and exciting weekend activities for their children, this campaign seamlessly integrates social media and interactive elements to foster engagement and excitement around the AFL experience. The campaign utilised platforms such as Instagram, Facebook, and TikTok to showcase vibrant and engaging content aimed our target audience.

Through a series of eye-catching posts, videos, and interactive stories, we showcased the thrilling aspects of an AFL game and emphasised the unique family-friendly opportunities it offers on the team’s Instagram account, ensuring the grid followed an oraganised layout, combining promotional material with educational evergreen content about the team’s history, fostering deeper connections to the team through learning.

Our content strategy focused on highlighting the fun and educational aspects of the game, appealing directly to mothers seeking enriching activities for their children on the weekends and during the school holidays.

A standout feature of the campaign was the creation of the "AFL Safari Adventure Quest," an interactive experience designed specifically for children. In collaboration with the Sydney Zoo, located in Western Sydney, our team developed an interactive map that guided children through a series of playful, educational tasks related to AFL as they prepared for their first game. This map not only introduced kids to the basics of AFL but also included fun, zoo-themed challenges, making the process of learning about the sport enjoyable and engaging.

The interactive map, available on a dedicated campaign website, was a pivotal element in driving excitement and anticipation for the game. It encouraged children to complete various educational activities and earn rewards, all while exploring the fascinating world of AFL and the animals found at Sydney Zoo. This approach created a unique bridge between the sport and the zoo, enriching the overall experience and making it memorable for families.

By combining social media engagement with an interactive educational tool, the AFL Safari Adventure Quest successfully captivated our target audience and created a compelling reason for families to attend their first AFL game, reinforcing the GWS Giants as a family-friendly entertainment option.