Foodball.
A very important match between PSG and Bayern took place exactly on February 14th, 2023 at 21:00, time at which many couples were celebrating Valentine’s dinners. Bookmaker Betclic knew they had to help the fans.
Client
- Betclic
My Role
Creative Direction
Media
Experiential
PR
Social Media
Other People
- Radoslaw Smorga. cgo
- Joanna Kaniewska. ad
- Anna Jedryka. cw
Agency
- 180heartbeats+JvM
Date
- February 2023
A very special dinner.
Betclic decided to defy the odds and invited a selected group of users, and their partners, to a dining experience with a twist.
A chef cooked 10 courses in real time. Each course reflected through the choice, placement and colour of its ingredients, the main events of the match: goals, red and yellow cards, offsides, free kicks and even VAR.
We kept users updated about their bets, without their partners noticing.
Results easy to digest.
Sports data and results have been presented in many different ways before, but never in a way this easy to digest.
— Food can tell a story. We told fans the story they wanted to hear in that specific moment. food can tell a story, we decided to tell fans the story they wanted to hear at that specific moment.
A real win-win. Well, except for PSG.
This stunt resulted in unusually high results for a communication campaign within the gambling category, directly influencing Betclic’s business:
• 18% increase in Betclic app active users week by week.
• 41% increase in new Betclic users during the week after the experience.
• 12.5MM earned media impressions, in countries like US, Brazil, Argentina, Portugal, Italy or Poland, such as La Gazzetta dello Sport (Italy’s biggest sports newspaper), Record (Portugal’s biggest media outlet) or Adweek. Additionally, we were also noticed by millions in Social Media communities focused on sports, and beyond.
• 100% Happy Couples.