The Demons have finally made the big dance after the longest drought in AFL history, waiting 57 long years for the chance to win a premiership - for most that’s their entire lives. And how does the world reward them for their devotion and dedication? With lockdowns and border closures.
The club, however, has seen it as an opportunity to gain a new audience by tugging on the heartstrings of the Perth AFL fandom and turning them into their very own Demon army. They’re using all the tools in a marketer’s arsenal to engage the AFL audience and convert them to the Demons brand.
They’ve incentivised the crowd to be Demons for a day with free chips for fans who arrive wearing the club scarf. They’ve made it easy to attend with a highly visible free team bus picking up fans all over Perth. And they’re swaying neutral supporters by humanising the Melbourne fan base. Demons pins emblazoned with the names of members currently in lockdown have been specially made to be handed out on game day. It’s a symbolic gesture, but one that touchingly connects fans at the ground to those locked in at home.