UNIT9 has worked with Southampton Football Club (aka The Saints) on a clever gamification marketing strategy that saw the club use a retro mobile game to reveal the team’s all important 20/21 kit.
UNIT9 chose an 8-bit pixel style as the perfect way to create a light-hearted and humorous throwback to the team’s most classic moments throughout its 135 year history.
The goal of the game, which is called Defying the Odds, is simple: dribble your way through the club’s history collecting as many points as possible by picking up various objects, avoiding obstacles and ‘defying the odds’ along the way.
The experience includes a number of ‘easter eggs’ for diehard fans, spanning cult players, places and moments. Winners on the live leaderboard stand the chance to win an ultimate football gaming bundle featuring a PS4 or Xbox and FIFA 2020. Runners-up have the chance to win a signed 20/21 replica shirt or a stadium tour with Matt Le Tissier.
Creative, Strategy & Development: UNIT9
Consumer PR: Mischief