26 Mar 2016

Chelsea Football Club – Mobile Gaming


Working with Chelsea Football Club as their mobile marketing partner.



WePlay were appointed to this project to deliver the strategy, activation and social media management of Chelsea Runner, a mobile game available on iOS and Android.


  • Drive download numbers on Android and iOS

  • Raise awareness of the newly launched mobile game

  • Build and engaged community that will be motivated to keep coming back to the app and playing the mobile game

  • Encourage Chelsea FC social audiences to download, play and share their experiences with friends and followers

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Social Media Strategy

Content Planning

Content Creation

Social Listening and Reports

Video and Animation

Our Approach

Our approach was to utilise a combination of official Chelsea FC social media channels and CFC influencers to deliver reach, engagement and conversions.

We created content relevant to Chelsea fans and focused around real-time events such as match days, player birthdays, days in history and other poignant Chelsea FC milestones. We also used a group of the players to challenge fans to try and beat their high scores.

The results were incredible, with a 3x multiple on the set KPI for conversions and engagement through mentions and fan interactions of the game were through the roof.

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