To bring the same level of action and excitement as watching a sports game to the experience of collecting sports memorabilia, the NRL created a social media campaign called 'Instabilia.'
Instabilia, or "Instant Memorabilia" gave fans the chance to immediately get their hands on valuable items from a game's special moments, such as real dirt from the field or kicking tees that helped with winning goals.
As items were given meaning throughout the in-game activation, the Instabilia was quickly turned into promotional content that was posted as a live auction video for fans to bid on via eBay. As compared to traditional game memorabilia, the Instabilia reportedly sold for more than 12 times the usual prices, with the proceeds collected from the stunt put towards a partnering charity.
Social Memorabilia Campaigns
The NRL's 'Instabilia' Rewarded Fans with Instant Sports Memorabilia
Trend Themes
1. Instant Memorabilia - Opportunities to use real-time experiences and triggers to reward the fans with special memorabilia.
2. Live Auctions - Integrating live auctions with social media to create a sense of urgency and exclusivity amongst fans.
3. Social Media Campaigns - Creating campaigns on social media that offer immersive experiences to the fans as a way of engagement
Industry Implications
1. Sports Memorabilia Industry - Adopting innovative means such as real-time experiences and live auctions to enhance the value of the memorabilia for fans.
2. Sports Marketing Industry - Developing social media campaigns that offer unique and distinctive experiences to fans that translate into brand loyalty.
3. Charitable Organizations - Partnering with sports organizations to generate donations through unique campaigns that add considerable value to the fans.