PENSO
16 Case Studies
Case Study: Collingwood Football Club achieves 80,000+ members and 10,000+ fan-generated videos with PENSO
A PENSO Case Study
Driving Collingwood's Membership beyond 100,000
Collingwood Football Club, Australia’s largest and most famous sporting club with over 80,000 members, wanted to continuously grow membership and push beyond 100,000 supporters. They engaged PENSO to develop a fan‑driven brand campaign and build the Side by Side fan website to harness the club’s passionate “Magpie Army.”
PENSO created the Side by Side site, invited fans to submit videos, produced an AFL‑first fan‑generated TVC featuring players and supporters from Australia, the USA, Singapore and more than 42 other countries, and built social sharing and personalised ad‑creation tools. The campaign generated more than 10,000 video submissions and helped Collingwood grow its membership numbers, registering over 80,000 members in 2014.
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