Wests Tigers Signed Bobblehead Giveaway

Campaign Genesis & Objectives

Lachlan Roache explained the motivation behind their campaign: “We know our fans love unique, signed memorabilia. We wanted to give them something they’d really value - and make it easy for them to enter at the same time.”

Previous campaigns revealed that player-signed merchandise had the strongest pull, inspiring the idea to leverage signed bobbleheads - particularly around high-profile milestones like Jarome Luai’s 150th NRL game.

Given the bobbleheads were already available in stores - creating some signed items to give away as competition prizes was an easy, efficient and cost-effective way to turn existing assets into new fan data.

Operational Efficiency

One of the standout aspects was speed and simplicity in setup. Direct access to players meant signed bobbleheads could be secured well in advance, enabling a smooth planning process.

• Lead time for prizes: Reduced bottlenecks around procurement and logistics.
• Simple user journeys: By trimming the data capture form to essential fields, drop-off was minimized.

“The quicker and easier we can make entry, the more successful the campaign.” Lachlan Roache, Marketing Manager - Wests Tigers

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Social-First Promotion Strategy

• Channels: Exclusively promoted via Facebook and Instagram (vs. email, where the database already existed).
• Tactics: Launch push, secondary push, and urgent “last chance” reminders.
• Language: Carefully chosen FOMO messaging (“Don’t miss out!”) that spurred action.

“We’ve found a very noticeable uptick in the performance of campaigns the more times they’re promoted. It is one of the biggest factors in a campaign's success - and one of the easiest to influence.”

Instagram Stories, in particular, proved influential in drawing the younger target audience.

Data Capture Results

• Thousands of combined entries (across two bobblehead campaigns)
• 50% new to database (vs. typical 25–30%)

This breakthrough was attributed to both the high perceived value of the prize and the frictionless entry experience.

Lessons Learned & Future Tips

Lachlan’s key insights:

• Continuous audience engagement is essential – borrow from e-commerce with repeated reminders (“last chance,” “just in time”).
• Reimagine club assets – explore beyond traditional offers to create genuine excitement.
• Innovate with incentives to stand out in market clutter.

 “Don’t just repeat the same old contest - find something your audience truly wants and make it irresistible.”

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Conclusion

By harnessing the universal appeal of unique collectibles and modern social engagement strategies, the Signed Bobblehead Giveaway delivered measurable, scalable growth in new contacts, engagement, and long-term fan value.

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