Sports publisher and podcast business Code Sports has launched a campaign called ‘I Call BS’ aimed at allowing Australian sports fans to voice their opinions on controversial moments in AFL and NRL.
The initiative encourages fan engagement and aims to create a more interactive relationship between the platform and its audience, allowing fans to submit what has them fired up each week.
“Footy fans have been yelling at their TVs for years, and our new campaign gives them a place to be heard – because calling things out is how we lower the BS in sport. We’re not here to sit on the fence,” executive editor, sport Jason Scott said.
“I Call BS delivers an engaged, opinionated audience that actively participates every week. It’s an always-on, fan-generated content engine with consistent, growing reach.”
Created in partnership with News Corp Australia’s in-house creative agency, Roller, the creative leans into the energy and passion of fan conversation.
It uses question-led headlines and user-generated style content to reflect the way footy debates play out in group chats, on social and at the pub, reacting in real time to the big calls and weekend flashpoints.
Roller general manager Taylor-Lee Selby said: “This isn’t just about another sports campaign. It has been designed to create a more dynamic relationship between CODE Sports and its sport loving audience.”
:The creative is deliberately bold and socially native, putting fan voices at the very centre of the campaign.”
The national campaign rolls out from today across social, out-of-home, TV, radio, editorial and owned channels.
Fans can submit their BS moments at codesports.com.au/icallbs, powering weekly content and debate.
CODE Sports AFL Show and NRL Show are available through codesports.com.au, YouTube, Spotify and Apple Podcasts.
CREDITS:
News Corp Australia
Jason Scott: Executive Editor, Sport
Adam Kruhak: Head of Marketing, Sport
Chris Morris: Snr Marketing Manager, Sport
Will Gair: Marketing Executive, Sport
Product & Editorial
Eliza Sewell: CODE Sports Editor
Patrick Effeney: Head of Digital
Matt Hickey: National Sport Video & Social Lead
Lachlan Brunton: Digital Product Manager
Roller
Taylor-Lee Selby: General Manager
Josie Connaghan: Account Executive
Sophie Wilcox: Head of Creative Strategy
