How giving fans a patch of grass reinvigorated a football club. And got bums on seats.
A cap and lanyard don’t mean much when your team has hit rock bottom. This membership campaign gave Newcastle Knights supporters a shot at owning history. Literally. 30,000 patches of sacred ground up for grabs.
Matt Gidley - CEO
30,000 square foot patches of the Knights’ home stadium was carved up virtually. We built an immersive web experience letting fans relive history, claim their hallowed patch and share great memories from this sacred ground with fellow supporters.
Inspired by sporting memorabilia
We created each print execution to reflect sporting memorabilia design, pinning a player to a patch and a specific moment in history. Here fans could get the goosebumps rolling.