There isn't going to be a .com.au or anything on the sticker, which is banking on the fact that people would just google it anyway.
This campaign in particular was going to be created by fans, organised by fans, and completely run by fans to show just how much we care about this league and want it to succeed. It's the fans that are the lifeblood of the clubs and the league as a whole, so why should we wait around for things to be organised for us? Some initiative to do things ourselves is being taken.
For me the stickers are pointing to the A-league website, which the FFA would be generating content for. It's not really fan driven at all in that respect and it seems to me they are just looking for cheap ways to get the "We Are Football" brand out there.
All well and good don't get me wrong, I just don't think it is what you say it is. If they were to create a fan experience, somewhere were fans could upload videos, photos, etc then for me that would be closer towards what you are talking about. If the fans really want to support the league, then you are better supporting and promoting your club, getting it more exposure to those out there who don't already go along to games.
It's just another empty slogan at the moment.