To enter the UK market, Betsafe wanted a memorable campaign to target men during live sporting events. Captive Media integrated their brand into a Rugby World Cup game, with Kieran Bracken as narrator, and Hey Presto! 55% unprompted recall and plenty of column inches
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”.