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