Case Study: NSW Rugby League boosts sponsor value and fan engagement with Campaignware

NSW Rugby League drives 15% of McDonald’s digital impressions with Campaignware

NSW Rugby League (NSWRL), for which sponsorships account for approximately 30% of total revenue, needed to add more value to its partnership with McDonald's during the high-profile State of Origin series. The challenge was to quickly create a brand-aligned digital activation that would resonate with fans. They turned to their vendor, Campaignware, to build a solution using its platform.

Using a pre-built Campaignware template, NSWRL created the "Macca’s Moment of the Match" fan voting campaign. This activation ran across all six State of Origin games, generating thousands of fan votes and approximately 1,000 new first-party email addresses. Most significantly, the campaign delivered around 15% of McDonald’s total digital campaign impressions during the Origin period. The success of this Campaignware solution has led NSWRL to package the format as a repeatable digital asset for future commercial pitches.

NSW Rugby League