Driving  fan engagement  and kicking  commercial goals  with the Brisbane Lions

Brisbane Lions 🦁


Over 28,000 die-hard members

The Brisbane Lions are an Australian rules football club playing in the Australian Football League. The club has established a strong fan base as one of the most prominent clubs in the AFL.

Many fans of the Lions are life-long supporters who are heavily invested in the future of the club. As such, the Lions receive heavy engagement on all of their social media platforms. With their most engaged platform being Facebook at over 140,000 likes.


Inundated with fan support and queries

On any given day, the Lions receives an average of 20 Facebook messages from current and potential members. Message volume fluctuates heavily, with volume increasing directly before and after games. With most games being played on the weekends, responding to a large number of enquiries in a fast and cost-effective manner is a challenge.

Not responding to a customer query regarding tickets and transport on game day can result in lost revenues and disgruntled fans. It’s important that the Lions team are able to scale their customer service to ensure fans get the care and attention they deserve.


24/7 fan engagement

bot•hello immortalised Roy, the Lion’s mascot in chatbot form, delivering a persona-driven customer service experience targeted at die-hard Lions fans. The result is a fun, engaging, and novel experience for users that leaves a lasting impression. To give the chatbot a personality that felt real, we worked with the Lion’s to record GIFs of their mascot Roy. These GIFs were used across the chatbot as greetings, reactions and celebrations to users’ messages. It was important to the Lions that the experience felt on-brand, especially towards a younger audience.

Rumour has it that Roy the Chatbot played a huge role in the Lion’s successful 2019 season.

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Intelligent responses

User queries for tickets, upcoming games, and membership I.e. “Who are we playing next week?”

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Lions photo filters

If you send Roy a selfie, he'll add a Lion's branded filter to the photo and send it back to you.

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Fixtures and ticketing

Fans are able to dynamically generate upcoming fixtures and buy tickets directly through Ticketek.

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Engaging gamification

An intricate multiple choice ‘Who Am I’ trivia quiz to inspire fan engagement, that’s also directly shareable in Messenger.

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Personalised news

The Brisbane Lions now have a new, hyper-engaging channel to send content directly to their fans.

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Instant 24/7 service

Roy the chatbot doesn’t sleep, take breaks or change moods (as far as we know). He works 24 hours a day, 365 days a year!

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Hours saved
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Messages open-rate
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Average monthly results

Chat with Roy 🦁👇