August saw the most talked about fight of the century, with UFC star Conor McGregor taking on undefeated boxer Floyd Mayweather in Las Vegas.
So when Betsafe told us they had just signed an 18-month deal to become a principal partner of Conor and asked if we fancied being in their corner to produce a knock-out campaign, we couldn’t lace up our gloves fast enough. Their creative hook for the campaign was simple, yet, brilliant. Offering odds of 49-1 to all new customers that the Irish star would defeat Floyd Mayweather. Betsafe also utilised their existing ambassadors, most notably Tony Bellew and Jimi Manuwa, to ensure the brand was at the forefront of conversation around the fight during Fight Week.
Our solution was to drive traffic to the Betsafe offer page, through a series of content-driven SEO activations with the brands existing ambassadors, most notably Tony Bellew and Jimi Manuwa, to ensure the brand was at the forefront of google searches during fight week. As part of the activation, we also created ‘Notorious Airways’, a 30-seater luxury private jet, which depicted a giant image of the Irishman alongside a reminder of the odds Mayweather was up against this weekend, with a cheeky nod to the #49to1 odds offer.
Despite not being victorious in the fight, all parties agreed this was a massive win for Betsafe, with nearly 100 pieces of coverage in a couple of weeks, an average DA of 69, all including links, including 16 follow links.
Most importantly, the campaign also had a huge impact on Betsafe’s business, proving to be their most successful activity ever from a New Depositing Customer and website traffic point-of-view.