Bet365 hits benchmarks with functionalAd display for FIFA World Cup 2022!

Case Studies, Sports Jun 16, 2023

Bet365 hits benchmarks with functionalAd display for FIFA World Cup 2022!

Deliver an exciting new advertising campaign, that would connect with football fans across the globe, for the duration of the FIFA World Cup 2022 tournament in Qatar.

Challenge

Support bet365 to deliver FIFA World Cup fixtures, and betting promotions, directly into the calendar of football fans around the globe, in partnership with Immediate Media.

Solution

Create new functional advertising assets for distribution across IM publishing sites (RadioTimes.com), incorporating ECAL’s advanced ‘sync to calendar’ feature.

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1. Introduction

bet365 is the world’s favourite online sports betting brand, and official partner of the FIFA World Cup 2022. UK media agency, Immediate Media partnered with ECAL, to help deliver an exciting new advertising campaign, that would connect with football fans across the globe, for the duration of the FIFA World Cup 2022 tournament in Qatar.

2. Objectives

Design: Produce compelling ‘don’t miss the action’ creative for bet365 to their brand;
Distribute: Develop functional ad displays in a range of test formats for desktop and mobile, supported by editorial;
Connect: Create a live and dynamic connection to the user calendar, to deliver the latest fixture information, and relevant betting promotions;
Acquire: Capture high value consumer data.

3. Solution

Ad Displays: Functional ad displays were created in various formats incl. skins, MPU and mobile banners;

Distribution: The ad campaign was run across the RadioTimes.com network, supported by editorial links;

Sync to Calendar: Football fans could click to ‘sync’, choosing their preferred tournament fixtures;

Engaging Content: Match details included local TV broadcast details, relevant promos, and direct access to ‘Join Now’, ‘WC Odds’ and ‘Bet Boosts’;

Global Languages: The ECAL pop-up display was available in 30+ languages, with language auto-detection;

Fast, Dynamic Updates: Match updates were instantly delivered into calendar as the tournament progressed, including final scores!

4. First of its kind

This exciting new ‘Sync to Calendar’ premium ad display is media first, and proved successful in reaching expected industry standard benchmarks, with the added value of a continuous engagement with fans across the FIFA World Cup campaign. This type of campaign lends itself to many varied use cases including major events, festivals, movie releases, game releases, retail offers, TV and streaming programming, and lots more. Stay tuned!

5. Outcomes

Clicks on the bet365 adverts averaged 0.25% across a wide suite of test formats, hitting the industry display benchmark;
16% of all users who clicked on the advert successfully proceeded to complete the ‘sync to calendar’ journey to add content to their personal calendar;
Direct action links in the calendar entries achieved a CTR benchmark of 1.0%

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Testimonials

"We could not be happier with the ECAL product. ECAL makes it easy to implement and even easier for our fans to download our calendars where they want them most!”

Matt Rochinski

Vice President of Digital Media @ Hornets Sports & Entertainment

"The ECAL platform ensures that fans can easily find out where to tune in and watch Formula E live in their territory, providing us with the ability to deliver targeted messages to users, based on location and behaviour. ECAL is our highest performing digital marketing channel, contributing approximately one-third of new user data acquired. The team at ECAL are a great bunch and I would have no hesitation in recommending them."

Tecwyn Davies

Senior Digital Project Manager @ Formula E

“We welcome around 750,000 visits to our Bins, waste and recycling section on our website annually. Implementing ECAL’s ‘Sync to Calendar’ service, has not only significantly reduced the average website visit, but residents can now receive dynamic bin collection reminders in-calendar. When collection days change, as do the entries and reminders in our users calendar. We are proud to be the first council in the UK to provide this innovative service for our residents and are thrilled to see this as just the start of a great journey and synergy with ECAL”.

Tariq Gangari

Senior UI Designer

"The ECAL Solution is 10 out of 10. We are super happy with how it is working for us.”

Raúl Cercas

Product Manager Web @ FC Barcelona

“ECAL are proactive and prescriptive in our working relationship, while the solution has proven to be a success for both fan engagement and acquisition.”

Richard Pepper

Head of Digital @ Wolverhampton Wanderers.

"We could not be happier with the ECAL product. ECAL makes it easy to implement and even easier for our fans to download our calendars where they want them most!”

Matt Rochinski

Vice President of Digital Media @ Hornets Sports & Entertainment

Tecwyn Davies

Senior Digital Project Manager @ Formula E

Tariq Gangari

Senior UI Designer

"The ECAL Solution is 10 out of 10. We are super happy with how it is working for us.”

Raúl Cercas

Product Manager Web @ FC Barcelona

“ECAL are proactive and prescriptive in our working relationship, while the solution has proven to be a success for both fan engagement and acquisition.”

Richard Pepper

Head of Digital @ Wolverhampton Wanderers.

"We could not be happier with the ECAL product. ECAL makes it easy to implement and even easier for our fans to download our calendars where they want them most!”

Matt Rochinski

Vice President of Digital Media @ Hornets Sports & Entertainment

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