Australia-based St. George Bank is reinforcing its sponsorship of rugby league team the St. George Dragons by planting a six-foot by six-foot St. George Bank Footy Vault in stadiums through September and rewarding fans with the chance to win cash prizes.
The program launched on May 1 during the Round 8 National Rugby League match between the St. George Bank Dragons and Parramatta Eels at WIN Jubilee Oval, Kogarah.
During the match’s halftime entertainment challenge dubbed the Bolt for the Vault, fans that sign up at the stadium’s gate are given a chance to win $5,000 by competing in a sack race obstacle course on the field. The winner receives the first pick from a series of codes that may or may not crack the vault, followed by the four other participants. The codes are read out loud by an emcee and entered into the vault by the bank’s mascot the Happy Dragon. When a light on the vault flashes green, it means a winning code has been matched and the Happy Dragon pulls out a check for $5,000 for the winner.
“St.George has had a long association with the Dragons so it’s not so much about brand awareness anymore but more about driving brand consideration,” Greg Kenny, St. George Bank managing director, told Buzz. “The Vault concept was born through our desire to create a campaign that rewarded and recognized fans in our heartland to show our commitment to the Club and our community.”
At non-presenting partner matches, brand ambassadors hand out scratch-and-win cards to fans. Those with the winning cards win Dragons merchandise from the vault. The brand is also leveraging Facebook and Twitter for regular program updates, as well as the team’s website. Agency: Traffik, Sydney.