The Great Melbourne Footy Grab

In the leadup to the 2021 footy season in Melbourne, The City of Melbourne partnered with the Australian Football League (AFL) to host a treasure hunt to build excitement for the footy and get Melburnians up and about. The treasure hunt featured instant prizes, major prizes, and a grand prize of a brand-new Toyota.

Participants were encouraged to search the city for The Great Melbourne Footy Grab QR codes. They could win instantly, or unlock prizes from Coca-Cola, Zoos Victoria, Sherrin, Toyota and more.

There were 50 Great Melbourne Footy Grab banners to be found in the city, which were branded promotional decals in outdoor and indoor public places around the City Of Melbourne. Each one had a unique number and QR code. There were also 4 special “Golden Footy” locations, which were displays with more than just decals and which could unlock special prizes.

Participants would scan the QR code with their smartphone the same as with any other QR code. (This was over a year after the COVID-19 pandemic started, so use of phone cameras scanning QR Codes was very common, having been normalised by COVID checkin procedures). Scanning the code would take participants to the competition website which was designed from the ground up with phone use as its main focus. On the website they could register to play (or be signed into their account if already registered), submit each “find” as they scanned each QR code, see their statistics, view the map of all 50 Footy Grab code locations, and see the T&Cs and Privacy Policy and other administrative tasks.

With the Victorian Government / City Of Melbourne as the client, Mobiddiction partnered with ClemengerBBDO for this project. Clemenger handled all the prize partnerships, marketing, advertising, major and grand prize draws, as well as all the on-ground distribution and installation of the QR Code decals and Golden Footy displays. Mobiddiction handled the security and technical aspects of the location-aware mobile web app and the Rewards backend platform. This included the minor and instant prize redemption mechanisms, fraud detection/prevention, audit trails of prize awards and redemption, audit trails of admin logins and changes, user and activity logging, and exports of participants eligible for the

We need to provide the easiest possible way for people to play. No app download, and the simplest possible registration.

Fraud detection and prevention would be needed to ensure fairness of entries in draws and compliance with the Terms & Conditions.

To award the major prizes and grand prize, identifying details of entrants would need to be stored. These details would count as Personally Identifying Information under the Privacy Act, and so security of its storage and processes and procedures in place about it’s handling would need to meet Victorian and Australian government cyber security policys and industry best practice.

Clemenger BBDO as the agency partner for the City of Melbourne had come up with the design overview and supplied us with assets, brand guidance and direction. The Clemenger and Mobiddiction teams collaborated to ensure that our rewards and loyalty platform integration worked seamlessly for end users on their various devices.

Fully detailed designs, interactivity, and animation and motion design were done by Mobiddiction designers and frontend developers.

We had to give considerations to location, device types, and also ensure a smart but simple user experience that excited users to be part of this program.