In AFL Rounds 20 and 21 Richmond Football Club care-taker Coach Jade Rawlings sent sms messages to fans before, during and after the game with his thoughts.  Over 1600 fans texted ‘Tigers’ to mo in order to opt in to the first message,
having received an email from RFC. Positive word-of-mouth, RFC website promotion and messages on the big screen at the MCG during game-time saw numbers continually grow over the two weeks to nearly 1900 fans.