This Is Essendon Aussie Rules Viral Video Launch

[Nick Truelson]

Hi everyone,

I work as The Fan Development Manager for The Essendon Football Club (www.essendonfc.com.au) in Melbourne, Australia and we have just launched our team viral video for the upcoming season (kicks off in March 2010).

Essendon FC has about 270,000 fans on our database and approximately 1 million fans around Australia (population of Australia is approx 22 million) and along with Digital platforms such as Facebook and Twitter we were able to gain very good cut through in the Australian market place when we launched the video last week.

Having the only independent website in the AFL (Australian Football League) also allowed Essendon to control how we communicated the launch with our fans from a collaborative point of view.

We have about 40,000 members and hence we are keen to really create a ripple effect across the market and drive this number towards 50,000.

It would be great get your thoughts on it and feedback on what you have seen in the market place that I can follow as best practice case studies.

See link of video below

http://www.essendonfc.com.au/membership/this-is-essendon.asp

Cheers,

Nick Truelson

[Jay Kemp]

It looks pretty good. I would use more PNG graphic files instead of GIFsto eliminate pixelation. It's a bit nit-picky, but noticable in the header.

The site states that you have Current Member Tally: 16,711. Where does the 40,000 (2009 Total 40,634) come from?

[Nick Truelson]

Jay,

Thanks for your feedback.

With our season still 4 months away from starting our membership really starts to climb up until Christmas and then really jumps just before the end of March when our matches begin. For example we have just sent out 25,000 renewal notices to our members and a lot of them will make up the difference between the 16,711 we currently have and getting over the 40,000 member mark.