When you pull on your teal jersey and head to the Gabba or Metricon Stadium, you get the best seats in the house, the expected fireworks of a Heat home game, the excitement of meeting the club’s best and brightest talent, and the pride of knowing you belong to something special.
You feel the unbridled joy of the win. Also, the hollowness of a loss.
Then there’s the other side to it. The lights, camera, action aspect few get to know.
The thrill of seeing your face on a billboard, the Hollywood razzle-dazzle of your smile beaming through a TV, or the surprise in being tagged in a Facebook video one of your friends have seen you star in.
Ok, so the last sentence might only apply for a select few, but that was always the intention - bring members into the club and ensure they have the most unique and special experience as possible.
A few months ago, a call to arms went out to the Heat’s members from last season to see who would be keen to star in this summer’s membership campaign and see their faces on the silver screen.
On a late-winter's day at Heat headquarters, 62 of the club’s members, ranging from four to 74 years of age, came through the doors to test out their acting skills with the aim to capture the range of emotions a fan goes through during a Heat home game.
Members were asked what feelings best encapsulate their BBL experiences by being connected as a member. At a Heat home game, they told us they were entertained by the on and off-field experience, passionate about the club and its players, and related to the bold style of play in which the Heat has become known for.
So, we told them – show us how you can;
Ultimately, we were asking our members to Be the Spark to help the Brisbane Heat achieve greatness. And the campaign was born from there.
The Be the Spark campaign hit billboards, social media, TV, emails, letters and all marketing touch points over the past few months to encourage Heat fans to gain their own personal and engaged experience by joining the club’s membership base.
Fans involved in the shoot were sent a personalised video from the shoot including a range of outtakes to capture their own unique experience of the shoot. As an added touch, some members received their offer to renew with their face front and centre on their email or mail out.
By personalising and offer a money-can't-buy family experience, the Heat were able to renew members at a higher-than-average rate.
This summer the Heat want to take the BBL experience to a new level. More action, bigger fireworks, unrivalled entertainment and ultimately a closer connection to the club. Throw in one of the greatest players of all-time in AB de Villiers into that mix and you get a very exciting package.
With a two-game membership offer available now, is it time for you to Be the Spark?