An innovative, engaging and challenging game that rewarded fans the more they supported their country during the 2011 Rugby World Cup
The first fully-fledged implementation of our Badges Competition, Ultimate Fan is the game that rewarded fans the more that they supported their nation during the Rugby World Cup 2011.
The application was created after we were commissioned by ITV to create a social experience that allowed fans to show their commitment and fandom during the Rugby World Cup 2011, as well as increase ITV’s viewership figures for the tournament.
Fans earned virtual ‘badges’ by performing various acts of fandom, such as:
Each badge was worth a varying degree of points depending on difficulty, with the user who received the most points during the tournament becoming the Ultimate Fan and winning a grand prize.
The application took advantage of the latest trends and best practices in gamification, including curved level progression, varied rewards for interacting with the app and ITV, and an even spectrum of easy- and hard-to-achieve badges to provide challenges for both inexperienced and hardcore fans. Thanks to an incredible amount of repeat and consistent usage, Ultimate Fan was a great success, and proved to be one of the most innovative, fun and engaging Facebook apps of 2011.
badge wearers returned to add more
average badges added