As the primary goal of Measure Up was to drive engagement, we turned to the most engaging forms of media for help: Video games.
A weekly leaderboard was added to Measure Up to incentivize fans to submit their best work. A trophy case was added to incentivize users to chat, share and return.
The more that fans engaged with the app — whether by watching live events, discovering new sections of the app or chatting — the higher their chances of winning items that augment their experience. This included things like player cards, custom emojis, one-of-a-kind graphics. Fans would be able to use these items in their user-generated content and share them with other fans in chat.