Perth Scorchers + BMD Memory Game

At a glance

• Partner: BMD
• Product: Campaignware Minigames
• Campaign: “BMD’s Flip n’ Match”
• Environment: Match day & non-match day, across the 2025–26 Men’s & Women’s BBL season
• Primary goals: innovative delivery of fan engagement, brand awareness, first-party data capture
• Primary outcomes: measurable interaction & reach, user satisfaction, partner visibility

Background and Objectives

• Create an interactive in-stadium and at home digital experience
• Give BMD an ownable, repeatable moment that feels part of pre-match hype, game day engagement, not just an ad
• Create a low-friction way to drive participation, reward fans, and capture zero-party data
• Keep the crowd engaged during natural pauses, from time-outs to innings breaks

The Challenge:

Make sponsor time feel like play time, traditional logo loops can get lost in the noise of game day. The Scorchers needed a format that would:

• Be easy to access from the seat on match day and at home, with a clear call to action
• Run in short windows, with minimal direction needed for fans
• Scale interaction across the season. Campaignware’s pre-built templates were a strong fit, allowing fast builds, reliable show control, and an experience that fans could enter via a single QR prompt or link. 

Why Campaignware

• Speed to live: Minigames meant the team could set up, brand, and create the activation in a very short period of time.
• Match Day friendly: Simple QR-based access and a clean mobile UI reduced friction for fans following along on the go. 
• Sponsor-ready and repeatable: The format creates an ownable, co-branded asset that can be reused across fixtures.
• Data capture and handoff: Zero-party fields and permissions flow straight into the club’s CRM, so engagement becomes addressable audience growth.

The Activation: “BMD’s Flip n’ Match”

What fans saw

• On-screen teaser: A short hype sting with BMD branding invites fans to scan and play
• The challenge: Fans play on their phones to match Scorchers Player aligned tiles to accrue points against the clock
• The payoff: The highest score tops the leaderboard to win a memorable experience at the Scorchers last home match of 2025/26.

How it ran on game day and socials

• Timing: Slotted into Perth Scorchers pre-match content (day of match or day prior).
• Access: URL click through on social channels and EDMs, QR code signage in fan zone areas, driving to a mobile landing page with the game ready to go

Promotion

• Perth Scorchers digital platforms: Instagram/Facebook story, member based EDM sends. 

Results

• Winner was selected via a random autogenerated name selector. The winner was rewarded with a hospitality and merchandise package for the last home match. 
• Through social media engagement, the competition posts had reached over 17,000 fans

Partner Impact

• Consistent BMD exposure in a fan-favourite moment that audiences anticipated at match and throughout the season.
• An ownable content slot, supported by co-branded creative.
• A repeatable digital asset that can be packaged and scaled into future seasons.

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Fan feedback

• The BMD Flip n’ Match was a fun & interactive game. It was an easy and quick competition that you could play repeatedly without realising how long you had been playing for! – Taylor 

What made it work

• Keep it simple: A clear game loop that anyone can learn in seconds
• Fit the moment: rapid game play that could be played on the go and during breaks.
• Visual repetition: Consistent CTA and co-branding so fans recognise and respond quickly
• Data by design: Opt-ins embedded in a fun interaction, then piped into CRM for follow-up.

Quotes

“We wanted to find an interactive and fun way BMD could reach fans for purposeful engagement. BMD had a clear goal of putting fan engagement first, which this game allowed. From this, the Flip n’ Match slotted in perfectly, fans got it instantly, and BMD’s brand was front and centre without feeling forced.” Jess Keily, General Manager of Perth Scorchers.

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