Case Study: Betfair boosts World Cup brand awareness with ICS-digital

Betfair boosts online mentions and lands Daily Mail coverage with ICS-digital

Betfair, a major betting company, wanted to introduce a more human face to its brand to engage new audiences ahead of the FIFA World Cup. They partnered with the vendor ICS-digital LLP to improve their online visibility in football blogging communities and raise brand awareness on social media.

ICS-digital organized a blogger event featuring football legend Peter Shilton, who taught attendees how to take a penalty. This approach successfully generated unique content from bloggers, increased Betfair's online mentions significantly, and secured coverage on Sky Sports and the Daily Mail website.

Betfair