Leicester Match Predictor
#6240
How do you bring fans back for every match of a 46-match season?
Leicester City built and ran the ultimate Match Predictor inside their club app. Prior to kickoff of every match, fans were able to lock in their predictions to five match-related questions. The club sent pre-matchday and on-matchday pushes to remind fans to lock in their picks.
What will the full-time score be? 20 points.
When will the first goal be scored? 30 points.
Which team will have the most possession? 5 points.
Which side will score first? 10 points.
How many shots will there be overall? 10 points.
The Leicester City app then awarded points to fans for every correct prediction. Fans also got a minimum of 5 points per match for participating, and a bonus of 10 extra points for playing the Predictor every match in a given month.
It wasn’t just points. There was a leaderboard. There were prizes. The club ran two prizes every month: one for the highest score and one spot prize. The club had end-of-season prizes for the top three fans, with the overall winner receiving two season tickets.
Points, prizes, and pushes combined to drive continued fan participation. The results: some impressive dwell-time numbers. Leicester City fans have spent a total of 7.19 million seconds (~1,996 hours) in the club app on the Predictor alone since the feature launched. A total of 6,910,204 individual pushes were received by fans, and, yes, for the Predictor alone. And the top fan this past season ended up playing the Predictor in all 46 matches. If that’s not loyalty, I don’t know what is.
Foxes never quit. And neither does their Predictor.
Kudos: Sam Chambers, Richard Mellor, Sajad Aliarab, Daniel Swainson, and Emily Boyes, you’ve created a new best practice in the platform with your Matchday Predictor. This was not a one-off campaign. This was not a lone activation. This was a well-designed, well-planned, well-executed feature, match after match, for 84 matches now. It’s your superb combination and choreography of points, prizes, and pushes. It’s all the little details, down to the fun copy in the pushes (yup, I see those push emojis on my phone every matchday 🦊💙🔷⏰). I love working with you (you know that already), and what I admire most is your fan-first mentality and attention to detail in everything.
Ship Happens #6,240. Not a Press Release.
Credits: Samit Ghelani, George Oakley, and Festus Asante for their work on the Predictor. Ana Baskinger for the Ship Happens graphic.