Betfair is the largest online betting exchange in the world, and one of the best examples of online entrepreneurship in the UK from the last 20 years.
When it comes to betting, Betfair is a household name. However, ahead of the FIFA World Cup in 2014, they 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:
- 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
We decided to enlist the help of a high-profile individual, England legend Peter Shilton, to host a blogger event, in the hope that he would attract bloggers whilst offering the potential for sound bites 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 real success, both subjectively in terms of how the bloggers reacted on the day and also objectively in terms of stats. 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.
Betfair were thrilled with the results, and we were pretty proud as well!