ABOUT

Brief
With an audience barmy about all things sport, it’s no surprise that the World Cup was a key cultural moment for Sky Vegas.

And we spotted an opportunity to have skin in the game too: With football fans consuming most of their social content either side of matchdays.

So we created a campaign to engage fans throughout the tournament, making Sky Vegas their favoured online casino. But as a brand rooted in the unexpected, the question was ‘how?’

IDEA
Drawing on the brand’s content strategy, we put the power of winning experiences into Sky Vegas players’ hands. Literally. By creating The Rock Paper Scissors World Cup.

We took this humble, honourable sport to the next level, unearthing 16 elite-level athletes from the Vegas customer base and randomly assigning them a nation.

Then, we pitted them against each other in hand-to-hand combat.

With every win, players inched closer to the famous trophy and £10,000 prize.

CAMPAIGN

But a World Cup needs world-class facilities too, so we built The Sky Vegas Arena, brought in a top class referee, decked out players with hand-made kits, and gave them everything they needed to train

Then on matchdays… We captured every moment from six different angles, plus a VAR monitor, just in case. While our commentator played 12th, 13th, 14th and 15th man

Producing 7 gripping episodes and 8 teasers, each dropping between key World Cup matchdays

And we partnered with OddsBible to make sure our content appeared in the right places too

RESULTS
Our alternative World Cup hit the back of the net, reaching over two million people who would otherwise have been watching the Qatar World Cup. And we were able to keep them engaged and entertained throughout the tournament, no matter which national team they were supporting. We showed everyone that Sky Vegas truly is about winning experiences, and both existing and new fans loved it – so much so that the brand found themselves inundated with hundreds of applications on social media for the next tournament. We increased brand favourability by 20% to reach 67%, leading the way for entertainment ahead of the competition. But more than just entertaining people, we also successfully brought more potential players closer to the brand. We increased brand consideration by 11% and increased intent to play by 7%. So, the real winners of the World Cup 2022? Sky Vegas and its players.