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%

Tigo Sports ECAL

Testimonials

"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

Fixture release day is a key moment in the Premier League’s calendar. It signals the start of our new season and provides an opportunity for us to onboard new fans. ECAL’s platform provides a powerful communication channel for us to deliver against our key objectives – driving tune-in and referrals for our clubs and broadcast licensees.”

Chris Archer

Head of Digital Operations

“Fixture release day is a highly anticipated event in the EFL calendar. ECAL's excellent support, from technical to strategic, allowed us to focus on maximising reach and delivering a timely and engaged service to our fanbase.”

Matt Hudspeth-Lamb

Senior Data, Research and Insight Manager

“The build up to big days like the fixture release day can sometimes be stressful hoping that everything runs smooth and the fans get the best customer experience. Needless to say, this release day was the smoothest and most successful yet seeing our subscribers increase by over 50%. We are very thankful to have ECAL onboard providing a great service to us and our fans. The simplicity of the platform is extremely easy to use and their team is on hand for any help that is required.

Liam Sisterson

Email Marketing and CRM Executive @ Newcastle United