The success story presents the strategy made with Íbis Sport Club, main influencer and creator of content, and tells how the company decided to invest in the "worst team in the world" to stand out in the segment.
With content actions on social networks, Betsson managed to get the attention of sports sites around the world, even leaving on the portals of the main competitor, CartolaFC, Rede Globo, with the launch campaign of BetssonFC, the company's fantasy football game. The strategy had positive engagement results: to get an idea, the business grew 27 times and put the team back in the elite division for the first time in 20 years.
"This campaign represents Betsson's whole purpose, which is to make football something fun, that engages the fans and the players. When we chose Ibis, what caught our attention was the way the team built its popularity with good humor, in a light and relaxed way. That's what we want, as football lovers, in addition to stimulating and contributing to the development of sport and athletes," says Bruna Caldas, marketing manager of Betsson Group in Brazil.
Through the campaign, Betsson generated US$1.6 million in spontaneous media, 1.1 billion impressions, a 400% increase in search for the brand and positive impact for the club, which received unprecedented investment, managing to restructure and pay salaries to players.
The recognition, which takes place for 54 years, was created by Effie Worldwide, the only international award that enshrines the great ideas that give rise to marketing and communication strategies that achieve real and tangible results, which is present in more than 55 countries.
With more than 20 brands in the portfolio, including Betsafe.com, Betsson.com, NordicBet.com and CasinoEuro, the Swedish group Betsson Group is one of the biggest online gambling brands in the world, delivering entertainment and fun for more than five decades.
In Brazil, Betsson is the first and only licensed operator in the country’s sports gaming market, in partnership with the Jockey Club of Rio Grande do Sul. To learn more about Betsson, simply access www.betsson.com.br or follow the @betsson_brasil on Twitter and Instagram.
Source: GMB
