# Social Memorabilia Campaigns The NRL's 'Instabilia' Rewarded Fans with Instant Sports Memorabilia By Laura McQuarrie | Published 2017-06-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sports-memorabilia References: [digitalbuzzblog](http://www.digitalbuzzblog.com/state-of-origin-the-nrls-instabilia-campaign/) To bring the same level of action and excitement as watching a sports game to the experience of collecting [sports memorabilia](https://www.trendhunter.com/trends/football-memorabilia), the NRL created a social media campaign called 'Instabilia.' Instabilia, or "Instant Memorabilia" gave fans the chance to immediately get their hands on valuable items from a game's special moments, such as real dirt from the field or kicking tees that helped with winning goals. As items were given meaning throughout the in-game activation, the Instabilia was quickly turned into promotional content that was posted as a [live auction video](https://www.trendhunter.com/trends/Memory-Vault) for fans to bid on via [eBay](https://www.trendhunter.com/trends/collectors-camp). As compared to traditional game memorabilia, the Instabilia reportedly sold for more than 12 times the usual prices, with the proceeds collected from the stunt put towards a partnering charity. ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 6% | Activity: 17% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Instant Memorabilia:** Opportunities to use real-time experiences and triggers to reward the fans with special memorabilia. - **Live Auctions:** Integrating live auctions with social media to create a sense of urgency and exclusivity amongst fans. - **Social Media Campaigns:** Creating campaigns on social media that offer immersive experiences to the fans as a way of engagement ### Industries Being Reshaped - **Sports Memorabilia Industry:** Adopting innovative means such as real-time experiences and live auctions to enhance the value of the memorabilia for fans. - **Sports Marketing Industry:** Developing social media campaigns that offer unique and distinctive experiences to fans that translate into brand loyalty. - **Charitable Organizations:** Partnering with sports organizations to generate donations through unique campaigns that add considerable value to the fans. ## Related on Trend Hunter - [Charitable Influencer-Targeting Campaigns](https://www.trendhunter.com/trends/thrift-it-back.md) - [Reactive Fan-Based Football Campaigns](https://www.trendhunter.com/trends/coors-light-coors-light.md) - [Football Challenge Campaigns](https://www.trendhunter.com/trends/beat-the-icon.md) - [AR-Enabled NFT Football Hunts](https://www.trendhunter.com/trends/state-farm1.md) - [Fandom Culture Retail Experiences](https://www.trendhunter.com/trends/eb-trends-store-concept.md) - [Collectible Social Communities](https://www.trendhunter.com/trends/mantel.md) - [Sports Memorabilia Authentication Technologies](https://www.trendhunter.com/trends/bo-jackson.md) - [Fandom-Exploring Sports Partnerships](https://www.trendhunter.com/trends/sports-partnership.md) - [Immersive Hockey Merchandise Retailers](https://www.trendhunter.com/trends/the-blues-experiential-reality.md)