The worlds first mixed-gender fantasy comp.
The worlds first mixed-gender fantasy comp.
Bundaberg Rum
1 in 8 men think they can win a point off Serena Williams. And that's not just a tennis problem, it’s a deeply entrenched global issue that many men simply don't respect the skills of female athletes. So we created a trojan horse to make them fans of the women’s game without them even realising it.
Diageo’s most loved Australian rum brand, Bundaberg Rum (Bundy), was a major sponsor of the Australian men’s and women’s National Rugby Leagues (NRL & NRLW) and while the men’s league was thriving, the women’s league was still in its infancy. Bundaberg was determined to grow the NRLW’s fan base and shift men’s perceptions but unfortunately, the vast majority of Bundy drinkers were blokes who had no intention of ever supporting the women’s game.
We knew these guys weren’t going to respond to female empowerment messages so we needed to speak to them in a language they would understand.
We identified that the women’s stats were just as good as the men’s and knew that NRL fans loved stats. So we created a trojan horse to make them fans of the women’s game without them even realising it.
We did it by hijacking the largest global online community for stats-obsessed fans – Fantasy Football – because you can’t argue with stats and stats have no gender. In partnership with the NRL, we created Bundy Mixer – the world’s first mixed gender fantasy competition. Fans could finally pick the best of the best, not just the best of the blokes.
Case Study
“Our actual stats are just as good as the men and in some cases probably better.”
— Holli Wheeler, NRLW Player
We built Bundy Mixer into the official NRL fantasy website and launched it to coincide with the 2022 NRLW season through an integrated social, digital, PR and earned campaign. Then each week, fans picked their teams at the Bundy Mixer website, choosing the best performing players, regardless of gender.
Online Film
“It addresses systematic inequalities but entertains at the same time”
— Rebecca Sowden, Women's Sport Director and former NZ Fern footballer
15” Social edit - Mixed Bench
15” Social edit - Mixed Tackle
Results
By studying the women’s stats, NRL fans started respecting the players. And by respecting the players, they started watching and even loving the game.
Most importantly, in its first season of many, Bundy Mixer had begun to level the playing field with viewership of the NRLW up by +50% (compared to the previous season). On a behavioural level, Bundy Mixer shifted men’s perceptions about female athletes, converting them from NRLW rejectors to NRLW fans. Women were also applauding Bundy for its progressiveness and positive portrayal of women.
Bundy Mixer got prime time, national news coverage and widespread online coverage. It attracted 13,000+ registered players and over 10 million media impressions.
“This is a MASTERCLASS in women’s sport sponsorship marketing”
— Rebecca Sowden, Women's Sport Director and former NZ Fern footballer
What People Are Saying