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ustralian marketing technology start-up Campaignware has partnered with Australian broadcaster Seven West Media and Coles to deliver an innovative second screen fan experience during the 2021 AFL finals series.

The activation includes a Finals Fan Vote campaign where fans can scan on-screen QR codes during each match broadcast on Seven to vote for their player of the game in association with Coles to win prizes.

Campaignware founder, Adam Mussa, said: “We’re beyond delighted to be working with Seven West Media to showcase our unique digital content creation platform with a well-loved broadcaster, and iconic Australian brand.”

“We look forward to more successful partnerships with the Seven West Media team who have been a pleasure to collaborate with,” Mussa said.

Seven Network digital sales director, Nicole Bence, said: “Through this partnership with Coles and Campaignware, we’re able to demonstrate an ongoing commitment to delivering more value and deeper engagement for our partners and audience.”

“Finals Fan Vote capitalises on the superfans of AFL and taps into the behaviour of ‘second screening’, inviting fans to engage in a two-way conversation.

“With so many AFL fans around the country missing the chance to attend the finals in person this year, we created a solution that brings our audiences closer to the cultural moments that AFL is so well known for by enhancing their AFL experience,” Bence said.

Campaignware has provided their content platform for domestic and international clients such as AFL clubs Hawthorn and Geelong, National Rugby League club Melbourne Storm, Disability sport VIC, Premier League club Wolverhampton Wanders and English Super League club Wigan Warriors.

To date, Seven’s finals coverage has averaged 1.08 million viewers nationally and an average of 834,000 in capital cities.

Australia’s number one watched winter sports finals games have reached 5.86 million people nationally so far and 4.33 million people in capital cities.