Client

The Australian Football League (AFL) - Marketing and Communications Department

Digital requirement

Online marketing campaign

The audience

Australian children aged 5-13, who have either played or could be interested in playing AFL Auskick.

The challenge

Promote the upcoming AFL Auskick season and drive re-registration, drive online registration in the program, communicate various key attributes and messages of AFL Auskick, the AFL and NAB and promote the new look AFL Auskick website. The AFL required that the e-letter be interactive and engaging, while using fun functions in order to stand out in the minds of children.

Our approach

The Slattery Media Group designed a clear, colourful, electronic letter (tailored to the required 10 specific demographic versions). We proposed the skills tester game as an inclusion on the e-letter. This would involve raising interest and participation of recipients.

The game is a culmination of a broad range of design and web development technologies.The environment was created as a small-scale 3D model of the MCG, built with similar 3D modelling technologies used in CG film production. Our 3D model was painted to include a crowd, signage and a grass field. The football and the football character were created using the same technologies.

The 3D models and some old-fashioned physics and trigonometry were then combined with the user interface elements (such as the controls and the score board) and sound effects using Flash.

The Flash game communicates information, scores and player activity to a web server running PHP via web-service calls.

The result

The creation of a fun viral interactive game that successfully obtains user information and promotes the Play AFL brand.

Services Provided

• Online marketing
• Design
• Development
• Content management
• Functional specifications
• Integration
• Viral games
• Project management
• Brand awareness