Unseen City - Echoes of Blue

Client: OKX

Manchester City and OKX wanted to use their partnership to help OKX reposition themselves as a Web3 tech company, rather than being seen solely as a crypto exchange. However, Web3 hasn’t been largely adopted by City fans, so City wanted to gently familiarise them with the concepts in a native way. As user attention span on social videos continues to dwindle, City wanted to build an AI-powered experience for OKX focusing on dwell time and interactions as key performance metrics.

Echoes of Blue is an immersive escape room experience, where fans progress through five OKX-themed rooms, solving puzzles and entering competitions to win incredible prizes. Each room had an interactive Manchester City player powered by AI, allowing fans to ask them questions about the experience to help them progress. InWorld AI models were utilised as the foundation of the lifelike player avatars, training them with significant amounts of information around the players careers and personalities to create a uniquely engaging experience for fans. No football club has combined player likenesses with AI - we pushed the boundaries.

Through reaching fans in a new way, City broke down barriers and familiarised City fans with key Web3 concepts, developing interest and building affinity. Moving from video-centric content to an immersive experience led to almost 1M interactions across 38K unique sessions, and an average dwell time of almost 3 minutes, demonstrating City fans were engaged and intrigued by the creativity. 96% of users who completed the experience (4,800+) clicked out to okx.com afterwards.