Sports Interactive reallocated their market spending to trial influencers during the launch of their 2018 edition. Using highly-engaged influencers with thousands of followers, we could generate hype and excitement around the launch over a broad reach.
Even after the launch, we used influencer marketing to create a continual buzz around the title, especially throughout Q1 and the Christmas period, ensuring play times remained high months after release.
In preparation for their 2019 launch, Football Manager had undergone a major rebrand. Sports Interactive were so impressed by social media and influencer marketing that they put all their marketing budget into digital and social advertising.
This resulted in a record breaking year for Sports Interactive, with Football Manager breaking multiple first beta night records. Using influencers to keep a continual buzz around the game in preparation for the full game launch meant Sports Interactive recorded their most successful opening week in terms of sales and plays in the game’s history.
For this two-year campaign we used influencers to publish 2,625 posts to over eight million followers, resulting in 136,844 clicks.