In January, 2015, ANZ hosted it’s first tennis rally on social media to help a good cause. Players of any standard were invited to post, or share a video or photo of themselves hitting a tennis ball using the official hashtag for the campaign, #rallyforgood. For every ‘shot’ shared on public social media platforms including Instagram, Facebook etc., ANZ would donate $2 to several local community programs across the Asia-Pacific including Tennis Australia’s ‘Tennis Cares’ program. The main aim for the marketing campaign was to create the world’s largest tennis rally on social media as well as combine community support with driving awareness of tennis as a sport.
Stackla, a social content marketing platform, was used to discover all the different videos and photos that were being uploaded and shared, as well as curate them to ensure each rally was aligned. A range of social media platforms were used in promoting ANZ’s #rallyforgood campaign including Facebook, Twitter, Vine, and Google+. Current world no. 1, Novak Djokovic, led the campaign in which he invited his #nolefam to take part and share their own photo or video rally on social media platforms, as well as starring in the advertisements as shown in the video above. The campaign was also promoted across outdoor, radio, on-site promotions, and during Channel 7’s broadcast of the Australian Open this year in January. Entries closed on 1st February.
As demonstrated, ANZ’s #rallyforgood campaign has shown its significance in the digital marketing world for tennis. It has opened our eyes in terms of the impact social media campaigns can have on businesses, including sports like tennis. Knowing the extensive use of social media nowadays (view Australian statistics here) ANZ back in January did the clever move of creating a campaign utilising social media and user-generated content, which not only creates brand awareness for ANZ, but also encourages the participation in the sport of tennis whilst raising money for community charities.
So what does this tell us about the use of social media and digital marketing as a whole in the world of sport? It tells us that digital marketing is now becoming a valuable source of marketing for the sporting industry, whether it’s for increasing participation rates, raising funds, or building awareness of a sporting event. ANZ’s #rallyforgood is only one example which demonstrates this importance. Other events are also carrying this trend including the Australian Open at the beginning of the year which utilised a variety of social media platforms to turn the grand slam into a more spectator involved event (have a look at my ‘Australian Open 2015 serves an ace with its use of social media’ post which features a Youtube video I created on this). Therefore, we can see that digital marketing, including social media, now plays a critical role in campaigns if businesses are wanting wide coverage and a successful outcome.