Newcastle Knights: Sacred Ground

To launch the 2017 membership campaign for the Newcastle Knights Rugby League club, Enigma created 'Sacred Ground' - an integrated campaign designed to get fans behind their beleaguered team next season. The fans will not only be able to show their support for their team but will now get something equally as valuable in return – a patch of the hallowed turf on which they play. In an immersive web platform, the stadium turf has been divided into 30,000 square foot patches, with 1,000 patches making up 30 major regions.
The campaign invites fans to claim a patch, discover the history associated with that patch and also add memories of key moments in their own history with the club.