The Armchair Managers' Club
View the case- Brand
- London On The Inside
- Year
- 2021
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Agile Web Developement
Objective
London On The Inside, an independent London lifestyle title with 150,000+ followers, wanted a way to pull that audience back to the site every day for the month of Euro 2020 rather than let interest spike and fade with the opening game. A prediction contest gave readers a reason to return after every match, and gave the brand's local partners — bars, breweries, pizzerias — a run of sponsored prize slots to attach themselves to. The format proved sturdy enough to bring back for Six Nations, Eurovision and the 2022 World Cup.
Solution
Readers signed up on LOTI's own site and landed on a fixture grid for the whole tournament, split into five stages — group stage, last 16, quarter-finals, semi-finals, final. Before kickoff, they picked a winner for each match on the card; get it right and 10 points landed on their score once the result was in, no wagering involved. A leaderboard updated after every game, so players kept coming back to see where they'd climbed to. Each stage carried its own prize from a different London partner, plus a grand prize for whoever had called the most results by the final.
Results
Over 1,800 sign-ups during the tournament, with a 72% returning-visitor rate across the month.
- 1
The player discovers the club through an editorial post in London On The Inside's feed inviting self-declared football know-it-alls to join, which links out to the game's own portal page.
- 2
The player creates a free account directly on the portal; entry costs nothing and carries an 18+ age requirement.
- 3
Once inside, the player sees a grid of the tournament's fixtures and submits a predicted outcome for each match before that round's entry deadline closes.
- 4
Points are awarded automatically after each match: a correct prediction is worth 10 points, with no football expertise required to play.
- 5
A leaderboard refreshes after every game, letting the player track their rank against other entrants.
- 6
The tournament is split into stages, each carrying its own sponsor-branded prize; winners for a stage are chosen by random draw among that round's valid entries and are notified afterward with a set window to confirm.
- 7
A separate overall grand prize goes to whoever accumulates the most correct predictions across the entire tournament.
- 8
The predictions section sits alongside the publication's regular editorial content within the same portal.
- 9
The same format is relaunched for later tournaments, reopening at the same address with adjusted rules such as picking a podium order or a tournament-wide winner.
