The main objective of this campaign was to put Ladbrokes at the centre of conversations surrounding the Premier League whilst also generating links back to its sports pages.
We decided to use the passion and emotion that fans have for their football teams and channel this into an enjoyable and shareable piece of content. We created a quiz ‘How well do you know your team?’ whereby fans select their football team and answer ten questions to test their knowledge. The most important element of this was the league table at the front to tap into fans’ competitiveness and their desire to be top of the league.
We used a combination of paid media across StumbleUpon, Reddit and Taboola and seeding across fan forums to drive traffic to the quiz and increase the plays per team. We then collected all users’ scores in the back-end and released newsworthy stats to journalists and fan sites to generate coverage and links back to the quiz.
In just one week the quiz had been played over 10K times with users on average spending 4:25 on the page. It had also been shared more than 500 times including by influential football commentators and reporters such as talkSPORT and ITV Sport’s James Fieldon.
To date the quiz has been viewed over 30K times with an average time on page of four minutes highlighting the highly engaged audience that it’s attracting. Over 50 links were generated to the quiz with coverage in the likes of The Sun and Metro, traffic from these links made up 10% of the total traffic. Over half of the visitors from these links were brand new to the site and we also saw a 1.27% conversion rate for users that came via the links.
SEO Manager, Ladbrokes.com