After renewing our longstanding and continually successful digital partnership, Clock wasted no time in putting the Tigers' game plan into code that would see the reveal of their new season shirt designs across the official club website and app.
With the unexpected arrival of COVID-19, Leicester Tigers, like most sports clubs, had yet another challenge to face with the unveiling of their new playing kits. A first for the club, they made the decision to reveal their new kits exclusively through the club’s digital platforms, with a number of objectives that would need to be met;
- Increase awareness of two new partners
- Promote the new kit and their entire merchandise operations
- Grow app audience
- Capture customer/fan data to drive retail sales
All of the above to be achieved remotely, no pressure, right!?
First and foremost, Clock proceeded to enhance the existing app shake feature, giving the Tigers editorial team complete flexibility within their bespoke CMS to activate the home and change modals, or to alternate both, to appear live in the app when users shake their handset.
The team at Clock continued to buckle down and build a microsite that would see further celebration of the new playing kit. The page utilises parallaxing scroll effects, panel locking, and various animations including the 360 degree animation of the new stripes home shirt. Whilst developing these features, it was essential that the microsite remained lightweight and provided high performance to allow all fans to experience it without any issues.
Reflecting on the club and diverse local community, and focusing on Tigers’ traditional colour-scheme of green, white and red, we were able to showcase a lot more imagery and Tigers information, as well as introduce their incoming brand partners Topps Tiles and kit supplier Samurai.
In the lead up to the exciting reveal, which for most Tigers supporters felt like a countdown to Christmas Day - app users were reminded to install or upgrade the latest version of the official club app, for the opportunity to shake their handset and be the first to eye-up the new kit presented in intervals on the evening of Wednesday 15 July, followed by the microsite the next day.
Being the first Rugby team to unveil their new home and change kits in the current pandemic, there was an added pressure to ensure the experience went smoothly, but ultimately to gain some positive traction. With the amount of preparation and development invested into the execution of this launch, we’re chuffed with the exposure it has received within the first week, just take a look at the stats!
"Thank you to everyone at Clock. The app worked perfectly and the microsite is absolutely banging. The story behind the kit has really captured people’s imagination and we’ve got mega coverage."
- Chris Rose, Head of Brand at Leicester Tigers.
If there is one thing that lockdown has taught us throughout the planning and development of this campaign, it’s that it will not stop a kit from launching and a successful one at that!