Betfair, the largest online betting exchange in the world, trusted ICS-digital to deliver multiple content marketing campaigns ahead of the FIFA World Cup.

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iGaming, Sport

The Campaign

When it comes to betting, Betfair is a household name. However, ahead of the FIFA World Cup, the company wanted to introduce a human face to their brand in order to engage with people who may never have placed a bet before.

The Approach

Our goals revolved around:

  • Improving online visibility of Betfair in relevant blogging communities to target those with an interest in football but not necessarily betting
  • Raising awareness of the brand on social media
  • Creating positive sentiment between brand and online communities

The Results

ICS-digital enlisted the help of England goalkeeper and footballing legend Peter Shilton to host a blogger event, with the aim of both attracting bloggers to cover our campaign whilst offering the potential for soundbites that would provide unique content across radio, newspaper, and TV.

Our event focused on bloggers learning how to take the perfect penalty. Peter talked through his experience of saving penalties in pressurised environments, whilst discussing England’s chances in shootouts ahead of the World Cup. We also devised an event-specific Twitter hashtag.

The day was a huge success. Bloggers wrote their own unique pieces of content, interviews with Peter went up on YouTube, the number of Betfair mentions in online communities significantly increased, an interview with Sky Sports ran the morning before England’s opening World Cup game, and an article about the day appeared on the Daily Mail website.

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