In partnership with the Yellow Fever and LFC Wellington, The Wellington City Mission held a charity collection at the first game of the Wellington Phoenix FC's 10th season in 2016.
#Top10ForTen was a social media campaign run during the lead-up to this pre-game collection. To tie in with the launch of the Phoenix's 10th season, we asked attendees to bring along one of The Mission's top 10 most-needed items or a cash donation to local pubs or the game itself.
The campaign asked Phoenix fans to share their top 10 Phoenix players of all time on social media with the hashtag #Top10forTen. Yellow Fever and LFC Wellington shared their own, and fans, followers, and well-known Wellingtonians got involved by sharing their own top 10. The hashtag even ended up trending in New Zealand!
The campaign also included posters in participating drop-off points for donations, social media material and a twitter countdown, photoshoots with the Phoenix players at training with the top 10 items, a signed number 10 Phoenix t-shirt for auction, signage for game night and stickers to give out to all donors.
#Top10forTen poster, displayed at participating drop-off points for donations and at the City Mission.
The Top 10 Phoenix players of all time as chosen by our campaign partners and tweeted out to fans.
Fans were quick to respond to the campaign, sharing their own views on who belongs in the Top 10 Phoenix players of all time. These are some of the most popular tweets, including the Mayor of Wellington Justin Lester, Westpac Stadium CEO Shane Harmon, and uniform providers Football Central. The hashtag #Top10forTen was trending in New Zealand for a number of days.
Wellington City Mission and campaign partners Yellow Fever and LFC Wellington, pictured with Wellington Phoenix players and The Mission's top 10 most-needed items for donation.
Wellington Phoenix number 10 Michael McGlinchey showing off the specially made, signed by the team, #top10forTen Phoenix shirt that was auctioned off on Trademe, with all proceeds going towards The Mission's campaign.
GAME NIGHT: The signed #Top10forTen Phoenix shirt on display on the Westpac Stadium concourse.
GAME NIGHT: Volunteer collectors ready to collect donations of both cash and goods, in exchange for special #Top10forTen stickers
The campaign was a great success. The Wellington City Mission raised over $1,800 in cash donations, and received 16 boxes filled with donations of their top 10 most-needed items, thanks to the promotion over social media. The Mission's social media gained significant traction in followers and activity, and the hashtag #Top10forTen was trending in New Zealand for a number of days. The campaign was picked up by local press including the Dominion Post and The Wellingtonian.
Press coverage following the event in The Wellingtonian.
