Lion - XXXX
AI Commentary Meets Beer Sales, XXXX’s Smart Play for Origin Fans
Potential
After a legendary run as a player, coach and commentator, Paul “Fatty” Vautin stepped away from the mic, but the passion he represented never left Queensland hearts. With the 30-year anniversary of his iconic 1995 State of Origin clean sweep looming, XXXX and the Queensland Rugby League wanted to honour a true Queensland hero. AFFINITY saw a bigger proactive opportunity: not just to celebrate Fatty, but to use him to future-proof the brand.
How could we reinvent a sports legend for the digital era while deepening fan connection and growing market share?
Realised
Enter Fatty Says, a world-first, AI-powered second-screen experience that brings Fatty’s unmistakable voice and humour directly to fans’ phones. The app’s commentary syncs with live broadcasts, delivering real-time, Queensland-biased commentary, transforming passive viewers into active participants.
The app also includes FAT|GPT: a conversational chat mode that lets fans interact with Fatty between games. To access it, users must buy a carton of XXXX and scan the receipt, turning brand engagement into commercial impact.
Key features Fatty Says offers:
- Real-time second-screen commentary: Low-latency voice synced to the live TV broadcast, so Fatty reacts to every big hit, sideline stink and ref howler.
- FAT|GPT chat mode: Ask Fatty anything: team tips, secret BBQ recipes, or who really wins the Cane Toad races in camp. Unlock with a XXXX case purchase.
- Built-in soundboard: One-tap let fans drop Fatty’s best sprays faster than a Kalyn Ponga line break.
- Responsible AI & licensing: Developed with Vautin’s full blessing, the system uses secure audio models, profanity filters and Privacy-Act-compliant data handling. The AI is also created with all the right safety rails that we use with our corporate chatbot deployments.
To unlock FAT|GPT, users simply purchase a carton of XXXX and scan the receipt, creating a seamless integration between digital engagement and product sales.
Download Fatty Says on Android
Results
The app only just launched, but it’s already shaping what comes next. Fatty Says is more than a moment. It’s a model:
- Commerce meets conversation: Linking content access to retail behaviour showed how AI can drive revenue.
- Brand voice at scale: The app didn’t sound like ChatGPT. It sounded like Fatty, funny, cheeky, and unmistakably Queensland.
- Customer experience, redefined: Fans didn’t just consume. They participated. And it was on-brand the whole way.
- Future media, now: We created an always-on, responsive experience built in the brand’s voice, not a rented platform, giving XXXX a proprietary, owned media channel.
This is what happens when AI, creativity and business goals come together.
