To overview
The challenge
How do you connect thousands of Feyenoord supporters with their club outside matchdays while encouraging them to get active? Together with Univé and House of Sports we set out to create a digital experience that boosts brand awareness and fan engagement. The challenge: design an activation that turns Rotterdam into a football playground.
The concept
We created Feyenoord Play. A location based game that transforms the city into a digital collectors album. Fans explore Rotterdam to unlock and collect virtual Feyenoord player cards.
The game features two albums. De Kuip Album focuses on the area around the stadium. Rotterdam Album spreads player cards across 35 hotspots in the city. Through an integrated map supporters are guided to locations. Once nearby, their phone notifies them. Augmented reality brings the player card into the real world, ready to be captured with the camera and stored in the digital album.
Fans can trade duplicate cards with friends, discover fun facts about each player, and win prizes when completing an album. Finish both albums and you unlock the ultimate reward: the exclusive Feyenoord Play Binkie, a handmade artwork in Feyenoord style.
The results
Feyenoord Play literally got fans moving.
- Rotterdam became a digital Feyenoord world with interactive hotspots across the city.
- Thousands of fans collected cards, traded with friends and shared their progress on social media.
- Univé strengthened its position as Supporter of Sport, combining health, movement and brand activation in one playful experience.
- Engagement went through the roof, attracting both young Kameraadjes and older supporters who could all take part in their own way.
Feyenoord Play shows how digital activations can go beyond entertainment. It is fan engagement, brand activation and movement combined in one powerful campaign.
