Over 25,000 leads captured as West Ham gamify the fan experience to promote new kit

Objective

West Ham United, a major English football club, needed to boost fan engagement and drive data collection during the launch of their 2023-24 anthem kit. The campaign aimed to create excitement around the new kit release, deepen fan connection through interactive entertainment, and capture qualified leads for future marketing campaigns.

Solution

West Ham partnered with Drimify to develop a customized Bubble Shooter game featuring the club's iconic claret and blue colors, with in-game bubbles decorated with the crossed irons logo and different kit variations. Players formed groups of 3+ bubbles to clear levels and earn scores. A competitive leaderboard tracked top 50 players eligible for a prize draw to win the new West Ham shirt, incentivizing repeated play sessions. The game was deployed across multiple channels: embedded on a dedicated landing page on West Ham's official website, integrated into the club's mobile app, and displayed alongside the leaderboard to drive engagement.

Results

The campaign captured 25,797 leads with a 74% engagement rate across 43,313 fan participations. Average session duration was 3 minutes 14 seconds. The leaderboard mechanic, where players competed for top-50 ranking to win new West Ham shirts, successfully drove repeat engagement.