86k visitors through Gamification - The Find 50 Football Quiz Case Study
Gamification is one of the most revolutionary movements in user engagement in recent years. We wanted to apply gamification principles to our content marketing strategy and so the idea of Find50 Football clubs was born!
Our Solution
The design team mocked up a ‘say what you see’ image which contained 50 football clubs. Each ‘clue’ represented the name of a football club. To really ramp up the difficulty level, the design team included teams from the Scottish division as well as obscure teams from the top leagues around Europe.
Our original aim was to target football fans in the UK, however, we were certain the content would attract a diverse range of users across several countries due to international appeal of the sport. From our early test players, we discovered that the quiz was also liked by those who do not follow football as in reality, the ‘clues’ also represented towns in the UK and Europe. Due to the nature of the quiz and type of challenge, we could position the game to attract very different audiences, which increased the potential reach of the content.
In terms of outreach and exposure, our target websites were sporting sites; social sites with a sporting angle; local news sites and general quiz-style sites. We knew we would need to get social working hard for us, as it’s the kind of addictive game that users would want to tag their friends in.
As seen on...
The Results
- Results after 5 weeks
-
The quiz was a great success as it attracted over 86k sessions. This was a great success as the traffic was accumulated through social media, referral visits from websites who had linked to the quiz, direct visits as well as visits via search engines.
The quiz performed well against every KPI including:
- Site traffic
-
The quiz was a great success as it attracted over 86k sessions!
- 86k sessions
- 54k unique users
- Organic traffic
-
We wanted to show that we could rank the quiz for a high competition phrase such as ‘football quiz.’
- The site appeared in the ‘top stories’
- We achieved first page position on Google Search for ‘football quiz’
- The campaign generated nearly 7,000 visits from SEO traffic.
- Links and media coverage
-
From an SEO perspective, we wanted to generate relevant links that actually brought referral traffic.
Key Points- Referral traffic was one of the highest sources of traffic to the site
- Links from high value, relevant sites such SportBible, Planetfootball, Whoateallthepies.tv
- 12k visits coming directly from just four of those links
- Local coverage
- Social engagement
-
Visit via social media were by far our biggest source of traffic, the quiz attracted thousands of engaged visitors from all over the world.
Key Points- 12k visits generated via Twitter
- 8.8k visits generated via Facebook
- 10,680 Post engagements on Facebook
- Site engagement
-
The gamification element really contributed to great site engagement.
Key Points- 12 minutes average time on site
- 15% of users spending 40+ minutes
- Brand Exposure
-
We wanted to show that gamification can really enhance brand exposure.
Key Points- The quiz was played in 159 Countries - football has a huge global appeal so it was unsurprising that there were many visitors from all over the world.
- We had many visits from high profile football clubs (lead forensics). By using our IP tracking software we could see the game has been played at the following businesses:
- FA, FIFA in Zurich, Manchester United FC, Manchester City FC, Leicester City FC, FA Ireland, Barcelona FC
- We found that users were searching for phrases such as ‘Reflect Digital quiz’
- Data Capture
-
- Account Signups: 9.77% of users gave their email address (with GDPR consent to contact)
- Male Signups: 81%
- Female Signups: 10%
- Did not say: 9%
- Male Completion Rate: 33.84%
- Female Completion Rate: 49.05%
The Highlights
-
Visits
86k Sessions in 5 weeks
-
Social Visits
20k+ visits from social
-
Data capture
9.77% account sign ups
-
Countries
Played in 159 countries
-
Engagement
12 minutes average time on site
Work with us and see how we can bring gamification to your content!
Contact Us