Introduction
In a collaborative effort, OH Leuven FC and Blocksport embarked on a mission to enhance fan engagement and improve data acquisition for the Belgian football club. By leveraging gamification within a dedicated fan app, the initiative aimed to boost both direct and indirect revenues through targeted campaigns and sophisticated sponsorship options.
Start of the Journey
The first step in this transformative journey was the creation of a fan app. This app was designed to be a comprehensive ecosystem where fans could interact with the club and with each other. Key features included a gamification system with fan missions, fan points, and leaderboards, all aimed at increasing fan engagement and fostering a deeper connection between the fans and the club.
Fan App Highlights
Since its launch, the fan app has demonstrated remarkable success in engaging fans and enhancing app visibility. The app’s metrics reveal significant progress in data collection and the establishment of new commercial processes.
Key Metrics — App Engagement
Loyalty Program and Gamification
The loyalty program within the app encourages fans to share their data through a gamified experience. This includes completing fan missions, earning fan points, and advancing on leaderboards. The system is designed to reward fans, thus enhancing their loyalty and participation.
Key Metrics — Loyalty Program Engagement
- 94% Started Fan Missions
- 92% Completed Fan Missions
- 87% Completed Second Fan Missions
- 97% Earned Fan Points
Data Acquisition Success
The app has significantly improved data acquisition, allowing the club to conduct detailed analysis and use the data for commercial purposes.
Key Metrics — Fan Data Acquisition
- 87% Shared Age
- 79% Shared Full Address
- 84% Shared Phone Number
Case Study Highlight — 3rd Kit Voting
One standout feature of the app was the voting process for OH Leuven’s third kit. Fans participated in designing and selecting the kit via an open voting system within the app, creating a unique and engaging experience for all users.
Before and After
