26 Mar 2017

Chelsea Football Club


Digital and mobile activations for Chelsea Football Club.



WePlay were appointed by Chelsea FC to deliver a strategy and activation of their flagship mobile game, Chelsea Runner.


  • 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

Our Approach

We developed the strategy through audience insights and research with a go-to-market activation that utilised a combination of paid, earned and owned media channels.

WePlay created engaging content, such as animations that would be relevant to Chelsea fans and focused on distributing the content around key events in the calendar, such as match days, player birthdays, days in history and other poignant Chelsea FC milestones. We also engaged a group of the Chelsea FC influencers as part of the strategy.

The strategy delivered, with a 3 x multiple on the set KPI for downloads and a 5 x growth of social media engagement and followers.

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