Every Result Is Possible
The CONMEBOL Libertadores is the premier football tournament in South America, and Betfair enlisted our help to use this platform to engage with core gamblers and football fans in Brazil. The challenge? To make them aware of Betfair, its product offering and its partnership with the CONMEBOL Libertadores.
What We Did
Tapping into the passion that surrounds the CONMEBOL Libertadores, we developed a 9-month digital activation program focusing on key moments in the tournament.
The campaign was driven by an8-part social content series, showcasing a selection of the most memorable moments in Libertadores history, and neatly tying into Betfair’s brand narrative ‘Every Result Is Possible.’ In addition, we onboarded a digital media partner (90min) and developed a network of more than 100 Brazilian social media influencers for hyper-targeted campaign amplification.
We also built fan engagement experiences through digital gamification, rewarding fans and capturing valuable audience data. Finally, a range of social and ATL assets were created, which aired through key broadcasters Globo, Fox Sports and SBT.
The campaign was a resounding success, driving a 56% increase in partnership awareness and winning an award in the Máquina do Esporte Awards 2021 for best sponsorship activation.
Our work with club influencers, Brazil-based celebrities, campaign media partners, partnership rights holders, brand-owned social channels and brand ambassadors delivered: