13 Apr 2016

888sport – World Cup Campaign


888sport

Best-in-class social media campaign that put the sports betting company on the map


Brief

888sport, the sports betting arm of market leading gaming site 888.com approached us to create a social media campaign for the 2014 World Cup.

Objectives

  • Raise social market share against competitors

  • Increase brand awareness and penetration during World Cup

  • Increase referrals and platform growth to lead to data capture and deposits


Client: 888sport

Visit Client Site

Delivered:


Social Media Audit

Social Media Strategy

Community Management

30+ pieces of unique content per week

Influencer Outreach

Brand Measuring and Monitoring

Performance Reports

Approach

Develop a core personality, create original content and distribute via social media super influencers.

We began with a detailed audit of the sports betting landscape. This was to identify the SWOT (strengths, weaknesses, opportunities and threats) of this industry.

From this we noticed that the majority of companies had very similar strategies; heavy with odds and in-play posts, lots of un-original content and a lack of identity.

Our approach following the audit was to be noticed amongst the football fan market by being the most fan-engaged sports betting brand.

Fans love to engage with brands and developing relationships is what is required to convert sports fans in this industry.

We used our network of super influencers to distribute our content. 15 different super influencers with dedicated football fan audiences (18-34 UK demographic) enabled us to reach over 280m people in 3 months without additional paid media budget.

We asked the fans what they were considering betting on in up-coming matches and developed infographics and tips articles to aid their decisions.

We took this approach and developed tons (over 30 pieces) of original, organic content each week, building relationships with individuals, offering them tips and hints and free bets.

Supported by top trumps, player and team trivia, quiz competitions, Vine videos, 10 blog articles per week and infographics, we moulded an ‘always on’ strategy around the key events of the 2014 Summer; The 2014 World Cup, Froch vs Groves 2 and Wimbledon, setting the standard for how to use content marketing to engage with sports fans.

Wins


280m
People reached
3.8%
Growth in share of market
156000
Web traffic referrals
11863
New organic Twitter followers
98691
Interactions
38%
Engagement rate

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