- typescript
- react
- node.js
- mysql
- html5
- css3
- gcp
Project background
Club Brugge , also known as Brugge KV, is a professional football club based in Bruges, Belgium. Established 1891, it one of the most successful and historically significant clubs and in my humble opinion the best Belgian club.
A key aspect of the club's strategy is to extend focus beyond the stadium and reward fans who support Club Brugge from afar. Whether their supporters are cheering from home or tuning in remotely, Club Brugge acknowledges the importance of engaging with every fan. And that's how they ended up collaborating with StriveCloud to reach their customer-centric goals.
The challenge
Help Club Brugge dive deeper into their fan demographic, acquire more information about their supporters and subsequently leverage this knowledge to attract more enthusiasts.
The approach
Create a campaign where every fan receives a digital scratchcard for every day he or she logs on to the platform. Behind every scratchcard, there can be loyalty points, or a physical reward (a shirt / a cup / ...). Every fan could save these loyalty points and assign them to one or more lottery items. These items were very interesting prizes like a season pass, a meet & greet with players, a framed shirt, ... To make this techically possible there was much to be done:
- Create an integration with their SSO provider to have users automatically logged in on our platform
- Backend logic to check wether a user should get a scratchcard or not
- Backend logic to see what reward will be assigned to a scratchcard (according to Club Brugge's reward weight ratio)
- Frontend logic and implementation to let a user scratch a scratchcard
- Notifications when a certain reward was won, or when a new scratchcard was available to be scratched
- Bid logic to allow fans to put their loyalty points on lottery items. Winners were to be assigned at the end of the campaign
The results
Club Brugge saw over 12.000 fans join, each averaging 8 return visits over nearly a month. This led to a positive ROI in direct sales, and gave insight into fan behavior, as over 80% of them allocated more than 1.000.000 points to unique experiences, instead of tangible products.
