Over 25,000 leads captured as West Ham gamify the fan experience to promote new kit
Success Stories
West Ham United Football Club compete in the Premier League, the top tier of English football, and call the 62,500-capacity London Stadium their home ground.
As a brand, West Ham United FC has an annual turnover of well over £200 million, and have more season ticket holders than any other Premier League side. They place a huge emphasis on the fan experience, as more fans leads to more sponsorship, which creates bigger budgets – which 99 times out of 100 translates to greater success on the pitch.
The challenges
🎯 West Ham were looking for an on-brand fan engagement solution to promote their new kit launch, which played heavily on the club’s association with bubbles from the song, “I’m Forever Blowing Bubbles” – an old broadway hit adopted by West Ham fans and chanted through their grounds for over a century.
The key objectives were:
- Promote the new kit launch
- Create large-scale fan engagement
- Drive data capture
A perfect match between brand and solution 🫧
For West Ham, for this particular project, there was an obvious choice: a customised Bubble Shooter in the club’s colours of claret and blue.
The in-game bubbles, that participants would need to form groups of 3 or more of in order to smash them and clear the screen to score points, were decorated with their logo’s crossed irons, and clad in variations of the different colours of their kits for differentiation, giving the Hammers Bubble Shooter a visually crisp user experience.
Driving external engagement through prizes and competition ⚽
With sports fans being an audience segment that’s typically very competitive, and as such, susceptible to that particular psychological lever, the leaderboard option was enabled. Players were competing to make it into the top 50 overall to be entered into the prize draw to win the new West Ham shirt.
Seamless integrations to add to the fan experience
The Hammers Bubble Shooter was made available to play inside the official West Ham United app, and embedded on its own landing page on the team’s website alongside the leaderboard.
This meant fans could check whether they were eligible for the prize draw, or if they needed to play again to get back into the top 50, resulting in repeated engagements, and repeated exposure to West Ham’s branded messaging.
📱 Games and gamification experiences “by Drimify”
The Drimify catalogue offers a broad catalogue of gamification experiences spanning multiple categories, and with all the customisation and configuration options, it’s not hard for brands to find options that are suited to their campaigns and their associated visual language.
Results and KPIs
Key figures 🚀
- 43,313 unique views among fans
- 74% engagement rate with 34,069 plays
- 3 minutes, 14 seconds average duration time representing significant engagement time inside the experience
Objectives achieved 😎
- New kit launch promoted and hyped up to thousands of fans
- Fan experience elevated through digital engagement resulting in the high uptake and the use of the global leaderboard
- 25,797 leads collected to support future marketing campaigns ⚒️
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