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.
Our goals revolved around:
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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