At Digital Alchemy, we take pride in understanding what our clients need and going the extra mile to bring their vision to life. One of our favorite recent projects was with Adelaide United, part of the A-Leagues, where we collaborated to create a campaign that truly connected with their fans while delivering tangible results for their partner, an international fast food chain.

The Challenge: Creating a Memorable, In-the-Moment Experience

Adelaide United’s partnership with an international fast food chain called for an innovative, engaging campaign to bring commercial value to both the club and the partner. They conceptualised the “Burgers on Every Corner” campaign, which rewarded ticket holders with a free cheeseburger if the team scored from a corner during a match. The promotion required distributing unique discount codes to attendees, ensuring each fan received a distinct code that could be redeemed through the partner’s app or in-store.

With the need to deliver this reward in real-time during the match, Digital Alchemy was tasked with building a seamless, data-powered solution that could handle the complexities of personalised marketing while enhancing the fan experience.

The Solution: A Multi-Platform Data and Marketing Integration

Digital Alchemy has been working closely with the A-Leagues, building their data and marketing stack from the ground up. This foundation allowed us to integrate Adelaide United’s ticketing system (Ticketek) with Braze, giving us real-time access to fan data the moment a ticket was scanned at the stadium. As soon as someone entered the stadium, Braze captured their information, allowing us to create segments of attendees who were there for a specific match.

Using Braze’s Promotion Code feature, we preloaded unique discount codes and set up the system so each fan received their own code as soon as the corner goal was scored. The technology automatically flagged each code as sent, ensuring no duplicates, making the experience personalised and seamless.

Expanding Reach with Custom Integrations

One challenge we faced was reaching not only the ticket holders but also their companions, who don’t necessarily give their contact information when the ticket is purchased. To solve this, an interactive stadium experience was introduced. After Adelaide United scored a corner goal, a large QR code flashed on the stadium’s LED screen, inviting fans to scan and receive a free cheeseburger. Scanning the code led them to a data capture form, built using Typeform, where they could submit their contact details.

While Typeform doesn’t offer a native integration with Braze, we created a custom solution using Twilio Segment to receive submissions and forward these data entries into Braze. This allowed us to build new user profiles for these fans, segment them, and deliver personalised emails with their unique promotion codes.

The Results: New Data, High Engagement, and Increased App Usage

The “Burgers on Every Corner” campaign was a resounding success, both in terms of fan engagement and data acquisition for Adelaide United. By the end of a single match, the club had gained over 1,000 new first-party data records—a significant boost to their database.

The email open rates were exceptional, with 70% of recipients engaging with the message, and a 25% click rate on the promotion itself. Throughout the campaign, 65,000 contacts received emails, further cementing the relationship between fans, Adelaide United, and the partner.

For the partner, the promotion drove over 3,000 app opens and downloads, adding direct commercial value and further solidifying their partnership with Adelaide United.

Digital Alchemy’s Expertise in Action

This campaign is a testament to Digital Alchemy’s ability to understand client needs, design creative solutions, and expertly execute them using the right marketing platforms. By leveraging Braze’s capabilities alongside our custom data integrations, we helped Adelaide United deliver a real-time, personalised fan experience that delighted attendees while driving significant commercial results.

At Digital Alchemy, we don’t just build and manage MarTech stacks—we create experiences that resonate with audiences and generate tangible value for our clients.