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A cross section of our favourite campaigns from the Betting & Gaming Sector
SOCIAL MEDIA #FIFA16COVERVOTE
CSR - BETFAIR
For the first time in EA Sports history, they
Betfair ran their ‘Back Yourself’ campaign
gave fans the opportunity to put their
for the 2015 London Marathon, which
favourite player on the front of select FIFA
meant runners competing in the race
16 covers. All players of the game helped
received a free £20 bet on whether would
decide who joined Lionel Messi on the
reach their target time. If the target time was
cover of the game in Australia, France, Latin
reached, the runner sent a screenshot of their
America, Mexico, and the UK. A great
official time to Betfair, and they donated the
example of audience participation from EA,
winnings plus their £20 stake to each
with their ambassadors.
runner's fundraising page.
MEDIA BUY - BETTING
CONSUMER PROMOTION - SKYBET
As the new Premier League season kicks off,
Sky Bet, Title Sponsor of The Football
a total of 9 out of 20 clubs all have betting
League, launched the ‘Sky Bet Transfer
sponsors on their shirts. Mansion Group are
Fund’, which gave one fan £250,000 for
sponsoring 2 teams – Crystal Palace and
their Football League club to spend on new
AFC Bournemouth. The biggest betting deal
players in the January transfer window. Fans
is between West Ham and Betway - a 2 year
who bet with Sky Bet earned a token for
deal worth £6m a year signed in 2015.
every pound they spent, putting them in with
a chance of winning the prize!
DATA - MADDEN NFL 15
CONTENT CREATION - BWIN
To launch their new game Madden NFL 15,
BWIN’s international sponsorship strategy
EA Sports connected with young fans by
has evolved beyond brand awareness and is
creating a live stream of GIF highlights
now centred on digital partnerships that
triggered by the action on the field. The
focus on the creation of online content.
experience fused live NFL data
with Madden game footage to generate a
Their YouTube channel is littered with
stream of visuals and snarky headlines
behind the scenes exclusive content from
which fans edited with their own copy and
their sponsorships of Manchester United,
pushed to their networks to taunt rivals.
Juventus, Real Madrid & Anderlecht.
.