Foxtel launches array of gamified digital engagement campaigns

Media company brings on Komo's audience engagement platform to lift its digital marketing tactical executions

Interactive rewards for loyalty members are on the cards for Foxtel after bringing on a digital campaigns engagement platform.  

The pay TV and streaming services player recently brought on Komo’s audience engagement platform in order to up the ante on its digital marketing campaign efforts. The self-service platform allows the Foxtel team to create online hubs featuring gamification and content that can be used for competitions and promotions.  

So far, Foxtel has rolled out five campaigns using Komo. Its director of customer marketing and loyalty, Lisa Cronin, highlighted the recent ‘Bake with Foxtel’ campaign hub as its most successful, attracting tens of thousands of engagements.  

The hub centred around content for Foxtel users to access, including an exclusive cooking video by Matt Moran and recipe download to cook along at home. Consumers were encouraged to upload their creations via Komo for a chance to win a SMEG fridge. The hub also featured an interactive scratch and win competition to win one of 1000 SMEG hand blenders by playing each week.   

“The Bake with Foxtel campaign saw tens of thousands of members engaging with the hub and sharing their prizes on social, which was incredibly effective from an awareness perspective,” Cronin said. “Using Komo, we were also able to easily access the analytics and reporting dashboards behind each piece of content to quickly see our results and performance.”  

Cronin said the team had been looking for ways to create bespoke content for customers and broaden engagement out of traditional campaign channels and tactics.  

“As an entertainment company, Foxtel needed a platform that rang true to its offering and engaged customers through a range of fun and diverse content,” she said. “This meant stepping away from the repetitive 25 words or less campaigns, which were triggering user fatigue, and moving into the exciting realm of gamified engagement tools on a dedicated, noise-free platform.”  

The ability to create campaigns swiftly as well as the user-friendly back-end system made Komo an attractive investment, Cronin said, noting easy-to-use templates as particularly useful.  

“We can design our own interactive sites in record time without needing any web development skillset,” Cronin said. “There are many customisation options and features to choose from on Komo’s platform and this allows us to get very creative.”    

Foxtel is also using the Komo platform across the Fox Sports assets to drive second screen fan engagement and support partners during live broadcasts, said its head of digital, Caitlin O’Meara, said.  

Credit: Foxtel

Next cab off the rank is the newly launched Foxtel Footy Hub, and engagement campaigns for NRL, AFL, Supercars and Netball. The media company is also expected to launch a range of interactive promotions for Foxtel Rewards members using the platform.  

Komo CEO, Joel Steel, said it’s become more and more difficult to capture people’s attention and get them engaging with a brand.   

“Our mission to make it easy, fast and effective for anyone to create engaging digital moments that connect, capture and reward audiences is coming to fruition and the partnership with Foxtel is proof of that. This partnership with Foxtel is growing from strength to strength and we are excited about what the future holds for all involved,” he said.  

Komo is also being used by the Australian Olympic Committee, Williams F1, Ranfurlie, QBE, The Urban List, Marvel Stadium, Carlton United Breweries and Coca-Cola European Partners.  

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page   


Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in