01 May 2015


sportlobster logo

The launch of the first definitive

‘Sports Social Network’

In July 2012 WePlay began working with Andy Meikle and Arron Shepherd – the founders of Sportlobster – to bring to life their vision of a one-stop shop for sports fans online.

For one year we worked as Sportlobster’s social media partner and we are extremely proud to have been a part of their journey to becoming the leading destination for sports fans.


Create a detailed analysis of the sports fan market and develop a social media strategy and activation roadmap that will aid in the growth of a sports social network.

Client: Sportlobster
Year: 2012/13


Visit Client Site


Social Media Audit

Social Media Strategy

Community Management

Launch Event

Influencer Outreach

Brand Measuring and Monitoring


  • Analyse the sports fan market on a global scale, breaking down key territories and sporting interests

  • Work closely with design, development and founding teams on aspects of fan behaviour and gamification

  • Develop a social media strategy to raise awareness and engagement new audiences

  • Introduce the product to a variety of social media super influencers


Analyse markets, develop content, distribute via owned and earned channels, engage core fan communities and drive them to sportlobster.com to become users.

We began with a detailed audit of the social media landscape alongside the sports fan market. The objective was to get a clear idea of the size of the marketplace and the top 20 sports that were being searched for online.

Following the audit we developed a social media strategy. The foundation of the strategy was to build relationships with influencers, with the objective of them building their own pockets of networks within Sportlobster.

Launch event for 60 industry influencers; categorised as bloggers, journalists or social media super users

Conceived and executed a weekly YouTube show called #FootballMatters. The concept was a Match of the Day style pundit show hosted by influencers who answers questions from the Sportlobster community

Dedicated Community Management across social media platforms

Content creation and curation of fan aggregated media

Weekly consultancy on all aspects of product development


The launch event was hosted at the Sports Bar in London’s Haymarket. 60+ Influencers attended from a mixture of top blogs, national press and super users on social media.

We engaged the attendees via a live presentation and Q&A with the founders to learn more about the product, followed by a quiz, a FIFA football tournament, food, drinks and networking.

To accompany the event we developed a real-time social media leaderboard, which was powered by tweets. Guests would tweet about the event and the ones who created the most amount of conversation by the end of the evening, won prizes from Apple.

On a minimal budget, we created a show exclusively for Sportlobster to give a voice to the fans. It’s common conversation among fans that most pundits aren’t experts in any way. Seeing as fans don’t have a voice on Match of the Day, we saw about giving them a voice with #FootballMatters.

#FootballMatters was a weekday show hosted on Sportlobster where fans could post their questions and have them answered by real authorities on the beautiful game.

The show ran for 20 episodes over a four-week period. In that time, the pundits debated on topics of transfers, to world elevens, to managerial debates right through to FIFA fair play. The response to the show was fantastic and laid a path for Sportlobster TV to grow as the site expanded.


Influencers attended launch event
Views on #FootballMatters
Referrals to Sportlobster.com