Footpatrol Air Soho + Sneaker Chain

85,000 total players

300,000 games played

50% marketing opt-in rate (Sneaker Chain)

“As we have two current locations, it felt important to represent these as best as we could through the games. As we grow and look to the future, we can look back and be proud of what we produced for our customers.”

Chris Hallas, Senior Content Executive, Footpatrol

Community engagement

For over 20 years, Footpatrol has been building a loyal base of sneaker collectors and has become a household name for dropping rare and exclusive footwear and apparel.

With an active community of users on their ‘Launches’ app, they run regular draws and special offers including product discounts, vouchers, and access to limited collection drops and own-brand items. What’s more, they’re always on the lookout for new ways to engage with customers across multiple channels – branded games sounded like a perfect fit.

The team reached out to Peek & Poke to discuss ideas for a game in collaboration with their partner Nike. As a key stockist to the brand, it was important that they managed every aspect of the relationship carefully while staying true to the Footpatrol values and what the community had come to expect.

“Memorable customer experiences are at the heart of building a community and then that leads to differentiating yourself from your competitors and being front of mind.”

Chris Hallas, Senior Content Executive, Footpatrol

Footpatrol Air Soho Flyer Game Instructions

Footpatrol Air Soho Flyer Game Branded Collectable

Footpatrol Air Soho Flyer Game Score Submission Screen

Footpatrol Sneaker Chain Conga Game Menu

Footpatrol Sneaker Chain Conga Game Instructions

Footpatrol Sneaker Chain Conga Game Nike Store

Footpatrol Sneaker Chain Conga Game Paris

Footpatrol Sneaker Chain Conga Game Moulin Rouge

Footpatrol Sneaker Chain Conga Game Score Submission

Promoting the games

To promote the games, the team delivered video content that could be replicated across multiple channels including web, app, social media, blog, email, YouTube, and in-store screens.

They found that the games themselves were also a great way to build their community, with fans anticipating new games and letting them know how excited they were to play. This naturally helped to keep the conversation going, nurture connections, and drive loyalty and retention.

Campaign results

So how did the duo of city-themed games perform? The results are in:

Air Soho (London)

48,637 total players
119,783 games played
3 minutes avg. engagement time per player

Sneaker Chain (Paris)

37,658 total players
194,883 games played
4m 21s avg. engagement time per player
50% marketing opt-in rate

As Chris Hallas, Senior Content Executive at Footpatrol, said:

“We just want to serve and do the very best for our customer. I must say it’s been a delight working on these games with yourselves.

Chris Mak, Multi-Channel Manager at JD Sports Fashion plc, added:

“Creating brand experiences that nurture our community is so important for us, and everyone in the team was so pleased with the way this played out and how our customers responded to it.

“These games are really helping us to provide memorable experiences and remain active within our community. The results and the comments from our customers are proof of that.”

We certainly had a great time collaborating with the Footpatrol team and bringing the joy of games to their audience – we’re already looking forward to the next one! 👀

“We just want to serve and do the very best for our customer. I must say it's been a delight working on these games with you.”

Chris Hallas, Senior Content Executive, Footpatrol

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