Case Study: Betfair drives massive awareness for its 90-minute guarantee with Democracy PR

Betfair drives 908M+ reach with Democracy

The customer Betfair faced the challenge of driving awareness for a new betting format that pays out winnings at ninety minutes, regardless of extra time. To land this new mechanic with core football audiences, they partnered with the vendor Democracy PR.

Democracy implemented a data-led solution that tapped into a debate about which fans leave matches early. They activated around a key match, using a branded bus and a former player to reward fans who left early, creating a hero content moment. This approach by Democracy PR generated over 758 million pieces of coverage and achieved a campaign reach of more than 908 million, driving significant online attention and widespread tabloid and radio coverage.

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