Sport is a big topic of conversation on Twitter and so far this year, there have been over half a million Tweets about the AFL - making it one of the most talked about topics on Twitter. Wanting to align and connect with this valuable audience, @7AFL launched #ArmchairExperts at the start of the 2018 AFL Premiership Season. The Australian Twitter-first AFL ancillary panel show is live every week of the AFL season on Twitter via @7AFL, after the Friday night match coverage.
In its fourth season, and in partnership with Twitter, a bespoke custom content series of Armchair Experts was produced for Alienware. Examining audience data from Twitter, there is a clear overlap between gamers and sports fans, over indexing by 39 percent - making Twitter the right place for Dell to connect and engage with the right communities at the right time.
Tasked with the goal to reach incremental new online communities, the campaign for @AlienwareOz utilised a suite of Twitter’s engagement and custom video solutions to align and connect to AFL fans, expanding beyond Alienware’s existing hard core gamer audience.
The Alienware Armchair Experts Invitational ran for eight weeks with AFL superstars revealed as PC gamers by host Adam Cooney. The program pivots around Adam Cooney going head-to-head in a game of Rocket League, using the all-new Alienware M15 laptops.
The 1–3 minute, eight-part video series featured Chad Wingard, James Sicily, Jason Johannisen, Jack Higgins, Zac Williams, Harry Jones, Jack Viney and Jack Crisp.
Whilst the AFL superstars competed in a game of Rocket League, Adam interviewed the players, often resulting in comical banter which added an exciting layer of competition to the tried-and-true interview format, enabling fans to see a different side to each player.