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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.

Screenshots from the official Tottenham Mobile Game | Tottenham Hotspur Striker Case Study | Neon

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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