Case Study: Footie Fever

HWZ Engages Community with Footie Fever
In conjunction with UEFA Euro 2008, Hardwarezone.com launched Footie Fever – a football-centric campaign within the Forums platform to immerse the community in the heat of UEFA with a variety of activities. Some of these activities allow inter-member interactions to achieve addictiveness.

All activities were exclusively for HWZ members only. Intention is to encourage membership registrations for even the casual visitor.

OBJECTIVES

1. Create a platform of interaction for the community, related to football
2. Increase number of members
3. To determine if an in-page microsite experience is more enjoyable

DURATION
2nd June to 3rd July 2008 – 4 weeks

MECHANICS
Footie Fever was designed such that the full microsite can be experienced in-page within Forums. Contrast this with the typical ‘click-and-new-window-open’ form of microsite. The in-page experience minimized intrusion & distraction to visitors. Visitors were able to switch between interacting with the Forums and interacting with Footie Fever as and when they liked. The in-page experience took in the form of an expandable leaderboard.

There were 4 activities within Footie Fever, as illustrated:

Footie Champs: Adaption from Trump Card concept, the participants played against the computer with Footballers’ statistics. A statistic was chosen by participants and matched against that of computer’s. The better statistics determined the winner of that play. A set consisted of 15-plays. Activity Points: 5-points per winning set Prediction: Participants were to predict winning team for respective matches. Activity Points: 100-points per match as base, awarded based on ratio selection of teams. Inter Challenge: Participants were able to challenge one another on predictions of final score of each match. Challenge was made more exciting with the handicap system. Activity Points: 25-points per challenge as base, awarded based on odds of team selected. Daily Trivia: Quiz for participants to display their knowledge on football & UEFA Euro. Activity Points: 5-points per day

Activity Points System:
An activity points system was implemented to encourage higher participation. The abovementioned 4 activities were allowed re-plays to collect more activity points. A referral feature was also in place to encourage participants to refer more of their friends. Participants were awarded 10-points for each successful referral.

RESULTS

1. More than 30,000 visits were made to Footie Fever during the campaign period.
2. 23% of the participants stayed up to 30-mins in microsite – reflecting the activities within were highly engaging & appealing.
3. More than 50,000 activity points were tabulated during the campaign period for all Footie Fever activities.
4. HWZ received more than 7,000 new membership registrations during the campaign period.

CONCLUSION
With more than 7,000 new members acquired and more than 50,000 activity points collected are clear results of Footie Fever achieving its objectives.

No complaints were observed during campaign period, despite the expandable leaderboard. This coupled with the achievement of objectives suggests that an in-page microsite experience is more enjoyable for the visitors.