Football Manager (@FootballManager) is one of the most anticipated games of the year, and it sets a high bar for its annual launch. Not only did Sports Interactive (@SIGames) and SEGA (@SEGA_Europe) want to drive awareness and consideration of the latest edition of the game, but they also wanted to score widespread attention with a top-flight campaign.
To capture the attention of fans and entice potential new players to Football Manager 2022, @SIGames devised a gamified launch campaign to run across the UK, France, Germany, and Italy.
Working with marketing agency ComboStrike (@ComboStrikeHQ) and Twitter’s specialist creative strategy team, Twitter Next, @SIGames developed a first-of-its-kind challenge generator on Twitter. This was designed to drive people to buy the game and play the challenge.
People on Twitter were invited to open a thread of five Tweets, each containing a different #FM22Challenge. Once they picked a challenge by liking the Tweet, they were immediately sent a suggested club they could choose in the game to play the challenge.
The campaign included 15 possible combinations of challenge and team, offering users the chance to engage multiple times and pick a different combination every time.