AFL Gather Round Full-Scale Activation at Rundle Mall, Adelaide.

The Challenge

With the AFL Gather Round bringing the whole league to South Australia, the AFL wanted to extend the excitement beyond the stadiums and into the city. The goal was clear: turn Adelaide’s bustling Rundle Mall into a high-energy hub that captured the magic of match day and reconnected fans with the sport they love.

Our Approach

Polite Playground designed an activation that brought the spirit of Adelaide Oval to the streets—blending physical activity, digital interaction, and immersive branding to create an experience that engaged fans of all ages. We aimed to capture attention, encourage participation, and drive sharing across social channels to amplify the impact far beyond the footprint.

Key Experiences

• Jump Test:
  A vertical leap challenge using a professional-grade jump pole. It quickly became a crowd favourite, drawing queues of participants and cheering spectators eager to test their athleticism.
• Custom AFL Player Cards:
  A green screen photo booth experience where fans posed to create personalised AFL player cards with their name and stats.
  • 2931 digital photos captured
  • 3000+ cards printed
  • Reach: 576,534+
  • Social shares: 2218
• Digital Quiz Game:
  A real-time leaderboard quiz that tested fans' AFL knowledge.
  • 572 total participants
  • 115+ people engaged daily
• Digital Reaction Test:
  A large LED game testing speed and reflexes by tapping digital footys as they lit up across the screen.
  • 2000+ games played across the event

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The Build

The activation was brought to life with a custom-built 6m x 20m marquee, featuring:

• Branded gables, banners, and photo backdrops
• Astro turf, picket fencing, and merch bins
• AV and audio equipment to support digital games
• Trussing for structure and signage
• Special guest appearances by AFL players

The Results

The event was a huge success:

• 10,000+ attendees across four days
• Long queues and high foot traffic across all activations
• Strong social engagement and content sharing
• High energy, family-friendly atmosphere
• Valuable insights into fan interaction and experience design

Impact

The AFL Gather Round at Rundle Mall showcased the power of experiential marketing to drive connection, build hype, and create unforgettable brand moments. By merging AFL culture with city vibrancy, Polite Playground delivered a best-in-class activation that left fans talking—and sharing—long after the event ended.

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