Case Study
Championing the official Tottenham Hotspur FC game on social
Social media gives football fans around the globe a communal space to discuss fixtures, injuries, transfer gossip and results. We capitalised on this to raise awareness of Tottenham Hotspur’s official mobile app and help it net downloads and repeat plays.
105% increase in monthly app installs of Tottenham Hotspur Striker
By 2020, mobile apps are projected to pass $188 billion in revenue (Statista)
35% of UK of UK football fans use Twitter to follow their team
Fever pitch
ICYou is a digital sports company that helps clubs engage with fans online. Among their partners are major European football teams such as Manchester City, Tottenham Hotspur, Liverpool, Barcelona and Real Madrid.
As part of its product line, ICYou released Tottenham Hotspur Striker, the club’s official mobile game. The concept is simple: users play as some of Tottenham’s best forwards – Harry Kane, Dele Alli, Heung-Min Son among others – and dodge opposing defenders to score goals. Players who score more goals than others can win great prizes, including signed merchandise and match tickets.
With so much competition in this space, ICYou needed a way to promote the game to fans, engage their interest and keep them playing. And they needed to do all this without paid media budget.
The game plan
Firstly, Tottenham Hotspur Striker needed a presence the social channels where the football fans were conversing. A Twitter account was set-up to compliment the existing Facebook profile, with the account following everyone relevant to the Tottenham Hotspur football team, as well as all the official fan clubs from around the world.
The Tottenham Hotspur Striker social accounts need to engage with Spurs fans, publishing messages at peak times (i.e. game days) and piggybacking off popular Tottenham-specific hashtags and conversations. Rather than just push the app for download, Neon created a weekly content calendar that included a variety of third-party pieces, quizzes and polls to gauge input from Spurs fans.
Opting to create content that the community would be interested in, rather than just pushing a product, had a positive impact on the Tottenham Hotspur Striker app. Hundreds of fans (and counting) are now following the account to keep up with weekly Tottenham updates, and, in turn, chose to download the app and share it with other Spurs supporters.
We’re really pleased with the work Neon is putting into the Tottenham Hotspur Striker accounts. From managing a community of football fans, to create original content pieces, we’ve seen a positive impact from the Twitter and Facebook accounts on the success of the app.
A three-point win
Our work has created an active community around the Tottenham Hotspur Striker app that regularly interacts with the brand’s posts.
On Twitter, the monthly engagement rate is 1.2% – above the platform’s average benchmark – while on Facebook, we’ve boosted the number of page likes by more than 28%.
By the end of the first three months of activity, we’d made a significant impact, with just under 2,500 happy Spurs fans finding the back of the net with the likes of Kane and Son.
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