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.  It gave Betsafe greater brand awareness by engaging male consumers in the excitement of the Rugby World Cup.

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. Points were earned for yards gained, tackles broken and bonus golden rugby balls collected along the way. At the end of each game, a post-roll call to action screen invited players to enter the competition for World Cup final tickets.  The campaign generated a hugely positive response, players describing it as “awesome”, “amazing” and “incredible”. One player summed up the impact of the novelty: “You don’t see Sky doing [things] like that”. 

You can see player reactions here:

Awareness of the Betsafe brand, a relative newcomer to the UK, in participating venues rose fivefold during the campaign, from 9% at the outset  to 55% by its final week.  Of those who played the game, 83% recalled the Betsafe brand – and moreover all polled said that they formed a positive view of the brand from the campaign. Press coverage included pieces in the Mirror, Star, Brand Republic, WallBlog, and numerous others.

By campaign end 259 players had completed email registrations on Betsafe’s website, and of course, 2 delighted rugby fans received tickets to the World Cup final. So the campaign delivered buzz, word-of-mouth, PR, new sign-ups and a fivefold uplift in awareness for the brand.

We were delighted to work with Betsafe on this ground-breaking and highly original campaign. A media first for a gaming company in the UK. 2016 holds even more exciting plans for the emerging brand, and we look forward to supporting their growth.


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