Take Your Shot

AUCKLAND, Today: Stanley St has launched a new Rebel Sport campaign with what the agency is heralding as “a New Zealand first”, a new AR app promoted using Facebook Playable Ads; Play by Rebel Sport.

An interactive digital experience set to engage the competitive side of Kiwis, Play by Rebel Sport offers the chance for players to win $ 15,000 worth of prizes. The first game to launch on Play is basketball, one of the fastest-growing sports in New Zealand. The game is simple – shoot the basketball into the hoop as many times in a row as you can.

Stanley St head of strategy Dan West said: “Rebel Sport will be gamifying its media touchpoints to launch the Play game experience for New Zealanders, allowing them to win big.

“App downloads will be mainly driven by Facebook Playable Ads. This interactive ad allows the user to play a demo of the game within Facebook, to trial the app experience and drive downloads.

“Users can also access the app by aiming their phone straight at Play by Rebel Sport posters in stores across New Zealand to get playing. Mobile phone and tablet users can trigger image recognition and augmented reality, opening an interactive mobile game experience.”

Rebel Sport group marketing manager Fiona Stewart said: “The app is a way for the brand to connect with their audience in an entirely new way.

“This is an entirely new way for brands to create a two-way engagement with their audience.”

“We know New Zealand loves a bit of friendly competition and with a huge prize pool, plus a bunch of instant prizes from our partners Under Armour, Wilson and Mitchell & Ness.”

Data will connect the mobile gaming experience to the real world, using interactive digital billboards. Lumo will identify the app’s top scorers in real-time, and connect the database to their CMS software, serving the public live, dynamic, leader board content for those who have always wanted to see their name in lights.

Dan West: “Whilst using some traditional ways to promote this competition, the focus of this campaign is on a New Zealand-first opportunity, Facebook Playable Ads.

“This offers immersive and highly interactive game demos that showcase the brand on newsfeeds, prompts people to participate and allows them to learn more about the app experience before downloading.

“This is an entirely new way for brands to create a two-way engagement with their audience.

“Play by Rebel Sport is a unique piece of immersive technology designed to deliver their customers more meaningful and value-rich digital brand experiences. We’re proud to be working with Rebel Sport and Arena Media to lead the way in this space.”

Play by Rebel Sport is available for download through all major app stores.

• More here: www.rebelsport.co.nz/play

CREDITS

GM of Marketing – Rebel Sport: Fiona Stewart
Agency:
Head of Strategy: Dan West
Group Account Director: Chris Hotchins
Rangatira: Daniele Lowey
Creative Art Director: Tim Thatch
Creative Copy Writer: Brooke Wiley
Group Media Director: Di Rice
Digital Media Planner/Buyer: Trent He
Digital Media Manager: Blair Banks
Senior Media Planner Buyer: Lata Babu
Media Assistant: Amelia Tay
Head of Digital: Todd Wright
Interactive designer / developer: Andy Foulds
Social Account Manager: Grace Tattersall
Senior Mac Operator: Marc Streeter
Senior Mac Operator: Andy Falelua

CEO, Arena Media: Ben Partington
CTO, Arena Media: Aliesha Staples