Next Gull Athlete
Gull has been a long-standing supporter of multi disciplined sports in New Zealand, getting behind a range of events and sporting venues as well as an ever growing portfolio of sponsored athletes in a wide range of motorsports, water sports and adventure sports.
In search for new talent to join the Gull Athlete program we saw an opportunity and worked with the Gull team to create the Next Gull Athlete campaign, a social media competition asking New Zealand athletes to show their skills in a short video and get the public to show their support by voting for their favourite entry.
Shoot, Share & Win. An engaging social campaign opening entries to the New Zealand public, the 'Next Gull Athlete' was designed to be simple and beneficial for all parties.
Client
Gull NZ
Year
2016
Services
Concept Creation
Social Competition
Social Strategy
Digital Advertising
Illustration
Instore Activation
For Gull
The campaign was an effective way to find fresh Kiwi athletes who were not only talented but a good fit for the brand tone and values, while being a successful tool to create brand awareness, increase the Gull database and strengthen social connections with a growing audience.
For Current Gull Athletes
The campaign was designed to elevate the current Gull Athletes.
For the Entrants
Aside from the compelling prizes on offer and the opportunity to become a Gull Athlete, the competition allowed participants to showcase their skills to capture the attention of a wider localised audience.
For the Public
Simple way to show their support and learn more about under the radar New Zealand athletes.
To lead into the campaign we ran a teaser showcasing the current Gull Athletes, building awareness of Gull Sports' athlete programme and illustrating their skill level and diversity.
The teaser ran for 2 weeks over Facebook and Instagram, introducing the Gull Athletes individually with a short bio, profile picture and the CTA "Who's Next?", which linked to a purpose built web page to introduce Gull Sports and the "Next Gull Athlete" campaign.
We were overwhelmed by the amount of videos submitted and even more so by the range and calibre of skills that came out of the woodwork.
By the end of the promotion period we received over 70 video entries and the wider community played their part by submitting over 11,000 votes.
We gave away heaps of great spot prizes and the video submitted with the most votes claimed the major prize of $2500 free fuel. That said, we were also on the look-out to find the next Gull Athlete, someone that showcased skill and reflected Gulls values.
Six months after starting the search, the Next Gull Athlete promotion delivered not one, but three new Gull athletes!