Pre-season Clash 2024

How Twinsport achieved +25% revenue growth in the adidas & PUMA football category with the Pre-season Clash!

The Challenge

Twinsport faced a major challenge: How do you position Twinsport as the go-to destination for football players in the Netherlands to buy their boots and apparel during pre-season? In a highly competitive market, Twinsport needed to stand out and build an emotional connection with its target audience. The key challenges included:

Becoming top of mind: How do you differentiate yourself and position Twinsport as the leading brand for football enthusiasts?
Boosting engagement & interaction: How do you maximize engagement with young footballers during the pre-season?
Driving in-store visits: How do you convert online engagement into actual store visits?
Strengthening brand preference & purchase intent: How do you build loyalty and ensure that footballers choose adidas and PUMA at Twinsport?

Our Solution

1. Pre-season Game:

Driving engagement through Gamification 🎮

Speedgame: A fast-paced reflex-based game where players tested their skills and qualified for the Pre-season Parties by achieving a high score.
Gaming Characters: Robbie (Team PUMA) and Matthy (Team adidas) were transformed into gaming characters, making the experience even more immersive.

2. Pre-season Party:

Exclusive brand experience 🎉

Team reveals: Led by Robbie (Team PUMA) and Matthy (Team adidas) during the Pre-season Parties in Tilburg and The Hague.
Gaming Areas: Interactive zones where attendees played Rocket League, Fortnite, and EA FC25 against each other (in collaboration with ESL).
Exclusive in-store activations: Spin the Wheel for a chance to win prizes like signed football boots (Memphis, Xavi Simons & Hartmann) and up to €500 in store credit.
Discounts on the latest collections: Special offers on the newest adidas and PUMA football collections.

3. Pre-season Clash:

Team adidas vs. Team PUMA 🏆

Influencer-driven rivalry: Matthy (Team adidas) and Robbie (Team PUMA) from the Bankzitters fueled the competition, engaging the football community.
Latest football collections: Both teams were fully outfitted in the newest adidas & PUMA gear, strengthening brand connection.

Why it worked?

The power of Pre-season Clash 2024 lay in the perfect mix of gamification, immersive experiences, and data-driven marketing:

🎮 Gamification: The Speedgame and Spin & Win encouraged interaction and engagement without a direct sales push.
🔥 Exclusive experiences: Events and influencer activations gave fans a unique connection to the brands.
📊 Data-driven marketing: Using historical sales data and market insights, we capitalized on the launch of new football collections and the commercial opportunities of Euro 2024 and the Olympic Games. This enabled precise targeting, optimized campaigns, and maximum ROI.

The Results

The impact of Pre-season Clash 2024 was significant, delivering concrete results.

+25%

Revenue growth in the adidas & PUMA football category

6500+

Speedgame registrations

400+

exclusive Pre-season Party invites

2.5 minuten

average gameplay time