|Title||GAMIFY LIVE SPORTING EVENTS WITH GAMEDAY|
|Brand||GUINNESS ANCHOR BERHAD|
|Product / Service||TIGER BEER|
|Category||B02. Use of Other Digital Solutions in a Promotional Campaign|
|Entrant||METALWORKS BY MAXUS Singapore, SINGAPORE|
|Entrant Company||METALWORKS BY MAXUS Singapore, SINGAPORE|
|Advertising Agency||METALWORKS BY MAXUS Singapore, SINGAPORE|
|Deon Lee||Maxus Malaysia||Business Director|
|Mark Shu||Metalworks By Maxus||Technology Producer|
|Tom Kelshaw||Metalworks By Maxus||Director Of Technology|
|Melissa Ng||Maxus Malaysia||Manager|
|Jayden Ma||Metalworks By Maxus||Full Stack Developer|
|Rollen Gomes||Metalworks By Maxus||Full Stack Developer|
|Nico Abbruzzese||Metalworks By Maxus||Global Director Of Creative Technology|
|Daylon Soh||Metalworks By Maxus||Communications Manager|
GAB Malaysia leads a community of football enthusiasts, Tiger FC, whom they organise live televised football matches for. To connect and engage with its social media savvy fans to expand the reach of the event beyond just the attendees attending the live event, Gameday was created. Gameday is a mobile web application, which operates from any mobile web browser without installation. Football fans that use the Gameday application to predict scores of their favourite matches during the event, earn points that are redeemable for exclusive Tiger FC prizes and gadgets. Additionally, fans who use the app as a second screen for live matches can gain extra points by correctly answering match-related questions through the bonus “Skill Challenge” round in between the match or time sensitive poll questions during the match. Social media shares are also rewarded with extra points; making every Gameday user a winner.
Malaysia is a ‘dark’ market where advertising related to alcohol is forbidden by law. The client tasked us to extend their ‘Tiger FC’ football fan club beyond a small number of well-organised party events where football fans of all ages to congregate over beer. Our strategy was simple — Use mobile to unleash the competitive spirit of every fan is every bar for every football match broadcast in Malaysia — and reward them for doing so. So we created Gameday — a Tiger FC experience in every fans’ pocket one that extends their love and knowledge of the beautiful game.
For an event that sees an average of over 200 attendees, 43% were new app users, out of which, 38% of users end up redeeming Tiger FC prizes with enough points during the duration of two 90-minute matches. There were a total of 307 social media shares via Facebook, Google+ and Twitter for a single evening in September 2014. The December 2014 event saw over 200 attendees. There was a 45.3% in number of app users and 46.7% of them used the social media sharing buttons to boost their points. Eventually, 39% of users redeemed for cash prizes. There were a total of 372 social media shares during the event. “Gameday definitely makes watching football that much more stimulating while encouraging a little healthy and fun competition amongst fans and rivals alike.” From an app user during the event activation in Kuala Lumpur on 27 September 2014
The plan was executed on 2 separate evenings (27 September 2014 and 14 December 2014) at different locations during the English Premier League season. Building from the existing fan base of Tiger FC events, we turned every Tiger FC fan that attended the Big Away Games into an active influencer for both evenings. Attendees that use the Gameday application to predict scores of their favourite matches during the event, earn points that are redeemable for exclusive Tiger FC prizes and gadgets. Additionally, attendees who used the app as a second screen for live matches gained extra points by correctly answering match-related questions through the bonus “Skill Challenge” round in between the match or time sensitive poll questions during the match. On-location users are rewarded to express their camaraderie and rivalry as social media shares are rewarded with extra points. Users redeemed cash prizes once they have gained enough points.