Following on the Spar Ladies race, and having the team dress up and run, Athol Trollip raising the #fillourstadium flag at the Donkin Reserve, sand artists at Hobie Beach, and adding the campaign hashtag on the large patch of grass at the bottom of Brickmakers Kloof Road, the agency created visible and shareable moments.

“Passionate Port Elizabeth resident Renaldo Gouws started #fillthestadium and it played into the campaign momentum, creating moments of ‘shareablility’ to get bums on seats,” says Boomtown creative director Ross Ventress. “The creative was energetic and prompted people to get involved and made them believe if they didn’t go to the game, they’d miss out.”

In one month, Boomtown managed to increase the Southern Kings ‘likes’ from 15 439 to 17 018. The reach was 741 450 and the paid for reach totalled 46 018. “We reached a huge local audience online through social media, and the stunts we created also gained momentum in print, broadcast, and online publications,” adds Boomtown business group head, Ebert Grobler.

Stadium attendance for the first game of the campaign was 21 096 up from just over 4 000 previously.

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