THE WORLD’S FIRST RAT NBA TEAM - YES REALLY!
The Challenge
BetUS, a major US sportsbook key sporting moment is NBA and did'tn jyst want links - they wanted a moment. A brand moment which drove talkability, media mentions, engagements. They challenged us to create a campaign to boost BetUS visibility and rankings during the NBA Finals that makes a splash.
A category driven approach - game by game
What We Did
We needed a creative concept that could engage users, earn us links in the biggest US sites. Did you know - NYC has nearly half as many rats as it does people - and its growing at a rapid pace? Rats are a big talking point in the media and by cimbinign media moments like this with a concept around NBA - we wanted to give New Yorkers an opportunity to back their "NEW" favourite team.
We created our very own all-star rodent basketball team, with jerseys, live games, names (after peoples ex’s), dedicated court and filming crew
98% growth in NBA keywords pos 1-3
The Results
The campaign earnt 152 media placements with 143 links on Betches, Fortune, NY Post, Fox, Secret NYC, PIX11 News, AMNY and more. Teaming up with the TV crew behind Bravo, we drove 139K social engagements organically and 98% growth in NBA keywords on page 1.
Overall this campaign jumped BetUS from position 45 for "online sports betting" to position 3 with 14K searches a month.
