Chiefs Sparks Engagement Amongst Fans With Sponsored Voting Poll Contest

Jessica Williams CPG, Food & Beverage, Sports

To boost engagement amongst rugby fans, New Zealand professional rugby union team; Gallagher Chiefs teamed up with food manufacturer, Leader to launch a lighthearted voting activation. Centred around finding the perfect burger recipe, fans can vote for their favorite burger represented by one of three Chiefs’ players in return for the chance to win an array of prizes.

MARKETING CAMPAIGN OBJECTIVES

      • Capture valuable zero-party data from fans
      • Engage, entertain and reward loyal fans using a lighthearted contest theme
      • Promote its sponsors; Leader’s products and burger recipes

VOTING POLL CONTEST SOLUTION

With three of the Chiefs’ players; Anton Lienert-Brown, Angus Ta’avao and Sean Wainui sharing their ultimate homemade burger recipes, fans are invited to get involved in the latest ‘Leader Battle Of The Burger’ voting activation. Hosted on Chiefs’ website, the sponsored quiz encourages participants to vote for their favorite burger to be in with the exciting chance to win a year’s supply of Leader Burgers, and a Gallagher Chiefs fan pack! What’s more, after learning which recipe proves to be the most popular amongst fans, the winning burger will be offered at Chiefs’ home game on 24th May.

Whether it be Angus’ quarter pounder, Anton’s pork riblet or Sean’s southern style chicken burger, fans can place their votes on the burger that most takes their fancy. To confirm their entry, participants are required to submit their personal details, including their name, email address and phone number within the form provided. To drive valuable marketing opt-ins, fans can also select whether they would like to be kept updated with the latest information from Chiefs Rugby and / or Leader.

Upon completion, participants are presented with live poll results to see which Rugby player is hitting the top of the leaderboard. The confirmation page also directs fans to view the exclusive recipes for each burger, so they can recreate their favorites!

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