In comparison to countries like China and the USA, Australia has a smaller pool from which to pick sporting talent and they are spread over a vastly larger area. The Australian Sports Commission (ASC) realises that it has to be strategic to find the talent that exists and to consistently promote participation in sport to ignite the interests of Australians that may be the next Ian Thorpe.
The interactive eTID tool Bullseye developed allows prospective athlete to download testing instructions and send their results to a series of 'home based' performance tests directly to ASC. Not only does this break down the geographical boundaries that face those who aren't in a position to visit physical testing facilities and eliminate the need for ASC staff to conduct all screenings, it also acknowledges a shift in the sporting landscape. Sport is not what it used to be: there are more non-traditional sports emerging and people are experimenting with a variety of sports, rather than dedicating themselves to one as they have done traditionally. Moreover, Gen Y is very comfortable with using Web 2.0 tools; often exhibiting a preference for engaging with the outside world in this way. Just look at the soaring popularity of online games!
Using the data eTID provides, ASC can identify athletes that are suitable for selection into National Talent Identification and Development (NTID) programs.
To promote eTID, Bullseye and the ASC also produced a viral video to raise awareness of the NTID program and to pique the interest of prospective athletes in anticipation of the London 2012 games.
Our controversial viral video starred a cocky young English 'hoodie' who taunted Aussie children to rise up to the challenge. This was backed up by a seeding campaign that included targeted emails to kids in sporting clubs, video uploads to selected social networks and covert user comments in various forums and weblogs
As we saw the national reach of social media and social networking we realised that if this is where our market is, we need to be there ... It was certainly a novel approach and outside the boundaries we had operated within previously... But it was well thought out, researched and well-considered project."
Morag Croser, Snr Manager National Talent Identification and Development (NTID) program for the Australian Sports Commission.