Betting company Betsafe generated a fivefold increase in brand awareness during the Rugby World Cup, with an interactive Rugby game. The game’s celebrity endorser, Kyran Bracken, set the high score which gamers had to beat for a chance of winning two tickets to the Rugby World Cup final.
The campaign ran from 18th September until 31st October and was played by 261,537 millennial male consumers in 160 UK venues.
The 60 second interactive engagement consisted of a pre-roll message, followed by a branded game in which players navigated a rugby player through a field of on-rushing opponents. Players described it as “awesome”, “amazing” and “incredible”. One player summed up its novelty: “You don’t see Sky doing [things] like that”.