We helped adidas engage with rugby players and drive CRM through a real-time take on classic card trading gaming. 

 
 
 

More points have been scored by players wearing adidas boots than any other in rugby history. To celebrate their long-standing and deep relationship with the sport, adidas wanted to create a mobile-first activation with players at its heart. With key objectives to drive CRM, e-Commerce, retargeting and brand affinity. 

 
 
 
 

What we delivered

 
 

We developed the adidas XV Challenge and adidas Rugby Insider site to put a modern, mobile spin on classic card trading games and attract the attention of rugby players around the World Cup and Six Nations tournaments. The game brings fans together from all corners of the globe, and pits them against each other in quick-fire, head-to-head games, in a race to build the best squad, get on the leaderboard and win timed prizes. 

 

 
 

Results

 

The activation drove Rugby player engagement during the tournament and successfully directed fans to the adidas e-Commerce platform.

 
 

#1 Brand in the Tournament

50,000+
Games Played

40 minutes
Engagement Time
Per User

 
Their hugely impressive, multi-faceted campaign...has blown away the competition. adidas finished in the top two of the table every week and its stand out activities included the XV Challenge game.
— Liam Hopkins, Marketing Magazine
 

 
 

Technology

 

adidas XV Challenge uses our Fantasy Live product built on LViS Gaming APIs and integrated deeply with the brand’s in-house CRM, social login and identity systems.

 

Fantasy Live product, built on LViS Gaming APIs

 

adidas CRM and identity integration

 

Retargeting

E-commerce integration

 
 

Shoppable Gaming

 

Every player's boots are shoppable, integrating buying directly into the game. The average basket size of game players was significantly larger than average.

 
 
 
 

Social Promotion

 

Athlete partnerships drive fans to participate. New Zealand's Dan Carter challenged his 500k Twitter followers to challenge him in real-time.