AS Monaco has over 25 million social media followers spread across Europe, Asia, Africa, and the Americas. The club wanted to activate this community, collect qualified fan data, and simultaneously provide visibility for partners APM Monaco and Vicomte A—all in a single campaign. Together with Fastory, we built "Spin the Wheel": a mobile game where fans spin a virtual wheel to win an instant prize. The campaign reached 90,000 fans, generated 62,000 registrations, and secured 82,554 commercial opt-ins.
Our approach
The idea
The goal: to activate a global, highly diverse fanbase, generate high-quality leads for the club's CRM, and provide measurable brand value for partners APM Monaco and Vicomte A. The core challenge lay in the combination: scale and relevance, entertainment and performance.
The experience needed to feel personal and rewarding for fans in dozens of countries, while simultaneously serving as a commercial tool for the club and its partners.
The strategy
Our insight: AS Monaco’s international appeal is largely driven by its players. Takumi Minamino, Eliesse Ben Seghir, and Thilo Kehrer each bring a loyal fanbase from their home countries and beyond. By targeting the players' origins and existing fanbases, we reached fans who already had a connection to the club.
The format had to be accessible. That’s why we chose gamification—using game elements to encourage participation: a wheel with a guaranteed prize for every participant. The partners' prizes were integrated into the wheel itself, ensuring their brands were visible with every spin.
Campaign visual for social: Spin the Wheel with partners APM Monaco and Vicomte A.
The process
- Concept: a guaranteed-win game with a prize wheel. From digital wallpapers and partner products to VIP match tickets and signed shirts.
- Build: developed a mobile-first experience in collaboration with Fastory, available in French and English.
- Targeting: focus on regions with strong AS Monaco fanbases (Europe, Asia, Africa, and the Americas) and on the players' origins.
- Distribution: a cross-channel approach via Meta ads, Instagram, and email.
- Timing: most opt-ins were received within the first 7 to 10 days. The campaign rollout was tailored accordingly.
Resultaten door onze experts
