Sunderland

Mystery Player Meet & Greet

Sunderland AFC utilised Campaignware to bridge the gap between their digital audience and physical retail locations through a "Mystery Player" activation. This in-store-only competition incentivised fans to engage with the club's physical environment, allowing Sunderland to capture valuable first-party data at the point of sale. By making the digital entry form accessible only to those on-site, the club created a sense of exclusivity that strengthened the connection between the fanbase and the official retail experience while helping to stimulate secondary spend while visitors where in-store.

Last updated 11 August 2026

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