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  • Georgia Musolino

Case Study: AFL stars meet and serve customers at local Melbourne shopping centres

The opportunity to meet an AFL idol is a dream come true for many die hard footy fans, which is why these shopping centres used PickStar to book four elite players to interact with and serve shoppers across four locations.


Client:

Matthew Malcuhy on behalf of Pakingston Stand, Colac Plaza, Barrabool Hills Plaza and Kennington Village.


Talent:

Mark O'Connor (AFL, Geelong Cats)

Brandon Parfitt (AFL, Geelong Cats)

Oscar Brownless (AFL, Geelong Cats)

Dustin Fletcher (AFL, Essendon Bombers)


Brief:

Four Geelong Cats and/or Essendon Bombers players to engage in a meet and greet, including photo and autograph opportunities, with shoppers and retailers across four shopping centres.


Outcome:


Melbourne possesses an extremely passionate Bombers and Geelong Cats fan base, so Matthew Malcuhy knew booking four current players from these squads to appear at local shopping centres would be the perfect opportunity to reward and further engage his customers.


So, he came to PickStar for help and was amazed to find our marketplace includes over 50 players from Geelong and Essendon.


The team was quick to pitch the idea to a range of players, and it didn't take long before the opportunity was accepted by Geelong favourites Mark O'Connor, Brandon Parfitt and Oscar Brownless, along with Essendon's legendary player Dustin Fletcher.


Matthew and the teams at Pakingston Stand, Colac Plaza, Barrabool Hills Plaza and Kennington Village were absolutely thrilled to welcome these athletes on board and quickly generated plenty of excitement from fans through social media campaigns across each shopping centre's Facebook page.


All four events were a tremendous success and fans were wrapped at the opportunity to engage with their idols on a personal level.


The atmosphere was especially buzzing in Geelong-based shopping centres, where the guest appearances followed the Cats' glorious win against Adelaide Crows in Round 15.


All four players were excited to engage in conversations, take photos and sign club merchandise.


The shopping centres even hired a professional photographer to capture the event, with all photos being free to download on Facebook.



The players even stepped behind the counter to serve customers and went above and beyond to promote individual retailers. Oscar happily cut meat at the butcher and Mark tried his hand at making a burrito at Zambrero.


Needless to say, Mark Malcuhy and the teams at the shopping centres were extremely pleased with the events and grateful for the generosity and positive attitudes of all four AFL superstars. They loved the unique and highly personal experience provided to shoppers and retailers, and have since continued to support these players and their teams through social media. Finally, they were thankful to PickStar for making these events possible!


You too can organise a unique sports star meet and greet opportunity for your shopping centre, business, fundraiser or event.


Just tell us about your idea, set a budget and location, and we'll take care of the rest!


Get started by exploring our marketplace of 1300+ athletes.


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