Mass exposure during 2018 World Cup
Ahead of the World Cup, Social Media was saturated with betting predications. In order to
take advantage of this, Betfred needed a campaign which would appeal to everyone from
long term sports enthusiasts to amateur fans wanting to experience the thrill of placing a
We decided the best way to engage Betfred’s target market was to create a competition
between the UK’s top sports personalities and reality TV stars. We assigned each Influencer
a team to support and watched the rivalry and subsequent jokes unfold. Followers of the
Influencers got involved organically, creating genuine banter between teams and a lasting
impression of Betfred.
This strategy was designed to put Betfred in the centre of genuine, funny conversations about the World Cup which resulted in 29,000 authentic engagements.