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We made Perfection in Every Dropkick to prove that a challenger brand can effectively win attention during one of the biggest sporting events in the UK.

Instead of competing through scale, Thatchers successfully tapped into active participation rather than passive viewing. A bespoke, lightweight game made completely in-house, seamlessly integrated into the gameday experience, by embedding itself into the pub through QR codes on POS materials and pint glasses.

It delivered 133,300 plays against a 100,000 target, reaching more than 54,000 users. Average session time reached 5 minutes and 21 seconds, demonstrating that players were engaging meaningfully. The leaderboard mechanic also created ongoing value, with nearly 2,000 users opting in for future communications, extending the relationship beyond the campaign itself.

The game overachieved on its core objective, winning attention of fans and demonstrated the effectiveness of behaviour-led design. Ultimately, it proved that relevance and ingenuity can outplay the biggest names and capture the hearts of the biggest fans. The campaign was so successful, Thatchers have branched out with a football version of the game to target even more sports fans.