Australia’s largest video production company, Visual Domain has joined forces with the Hawthorn Football Club to create an interactive video series encouraging Hawks fans to return to the stands and support their club, post-pandemic. Watch the campaign HERE.
The video features Hawks superstars, Jack Gunston, James Worpel and club legend David Parkin, and showcases Melbourne footy-culture, an iconic pre-game ritual, and marching as one to the home of footy, the MCG.
Alongside the nostalgic film moments, viewers are able to interact with the video, customising their footy-day adventure.
The initiative was derived from post-covid decline in sporting event attendance, with the three-minute video enticing supporters to become members again, and come back to the stands instead of opting for at-home viewing.
“We wanted to create really engaging, emotive and interactive content that would resonate with our Melbourne-based members and fans,” said Hawthorn Football Club general manager, Jeremy Millard.
“Our members in particular have been extremely resilient over the past two seasons with major disruptions to the football season. This campaign is a fantastic reminder of the unforgettable experience watching a Hawks game live at the ‘G can be, and just how important we value crowds at our games!”
Visual Domain director, Dave Mallen said, “Being a Melbourne-based company, our team felt extremely passionate about this project! Like most Melburnians we’ve grown up with footy at the centre of our culture, so we felt really passionate about getting the Hawks back on track for a successful 2022 season.”
Visual Domain allows brands and organisations, just like the Hawthorn Football club, to uniquely customise their video content, by including interactive elements, such as call-to-action buttons, custom pop-ups, and stoppable videos.
With these videos, viewers can participate in the process, choose paths and watch only the parts they want too. A typical interactive video has different plots and based on the viewers actions, is led into different pathways and endings.
“We’ve seen how effective interactivity in video content can be – putting consumers in the driver’s seat, enabling them to control their own video experience. It’s also a great way to gain insight into consumer behaviours and how they view and digest content,” said Visual Domain founder, Renece Brewster.
Chief innovation officer at Visual Domain, Netanel Teicher added, “We’re always pushing the boundaries for our clients here at Visual Domain.
“We invest heavily in the latest technology, ensuring our clients have every opportunity to optimise and enhance their content output. One of these improvements is our interactive technology, which can be seen in our recent campaign for Hawthorn Football club. “
Production: Visual Domain
Director: Dave Mallen
Producer: Al Currie
Director of Photography: Sean Kirkwood Editors: Sabine Battel and Indi Christy
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