Sky Bet unveils ?2m Fantasy Football marketing campaign
Leeds-based operator aims to obtain one million sign-ups to the free-to-play game
Sky Betting & Gaming (SB&G) is launching a new ?2m multi-media campaign for its Sky Sports Fantasy Football product as part of a major marketing push ahead of the new football season.
The ‘Let the #mindgames begin’ campaign starts tomorrow via a TV and VoD launch, with the Leeds-based operator aiming to hit the one million sign-up mark for the free-to-play game.
SB&G appointed creative agency Who Wot Why to lead the campaign, which will also be backed throughout the 2016-17 season by additional film content, online, social media and targeted CRM.
“This is the best way for players to test their footballing knowledge,” Michael Afflick, head of brands at SB&G, said.
“We know that playing Fantasy Football against friends, family and work colleagues is what really drives our players, but add to that the Sky Sports pundits and legends of the game and it becomes a completely different ball game.”
The campaign focuses on the idea that football isn’t won on the pitch but in the mind off it, with a nod to the success of famous managers including Brian Clough and Sir Alex Ferguson.
Sky Sports’ Soccer Saturday team – Paul Merson, Charlie Nicholas, Phil Thompson and Matt Le Tissier – will also be featured heavily in the campaign, with host Jeff Stelling using “mind games” to get into their heads.
‘Let the #mindgames begin’ comes after SB&G earlier this year continued its roll-out of softer, acquisition-focused gaming products with the launch of two new fantasy sports apps for football and horseracing.
The operator released Sky Sports Fantasy Six-a-Side and Channel 4 Racing Pick 6 in February, adding to a portfolio of similar games which include the popular Soccer Saturday Super 6.