The Net Bet Multicultural Championship – 50+ Links!

1. Summary

NetBet are one of the biggest names in betting and gaming - but to continue their growth, the company are always looking for ways to progress in SEO, PR and social engagement.

Blueclaw's Multicultural Championship content marketing concept moved each of these strategies forward.

2. Brief

The primary goal of the project was to earn high quality links from global sporting and mainstream media sites and publications as part of a high quality SEO strategy.

High quality content marketing can unlock coverage and earn links - something that is often a challenge for betting and gaming firms.

The content marketing concept had to be irrisistable, newsworthy, timely and topical - and so the Multicultural Championship was born.

3. Strategy

The Multicultural Championship illustrated the truly global nature of football, positively placing the brand at the heart of the conversation about sport, migration, Brexit and more.

In-depth research and interactive visuals told this story - a celebration and illustration of the national origins of all 552 players, allowing visitors to explore the diverse heritage of players, their parents and grandparents.

Visually this was achieved via a specially created website on its own domain, hosting a dynamic, interactive map that used flowing country-to-country animation to show the worldwide roots of Euro 2016 footballers.

With data and content that could be explored in a dozen languages, it was easy for fans, journalists and influencers to uncover (and share) their own stories related to the different teams. 

After being built, the Multicultural Championship was promoted through an energetic multi-channel PR strategy by Blueclaw's in-house PR team to maximise coverage and links.

4. Results

Results included:

  • Worldwide coverage in the Washington Post, The Times, Yahoo News, the NZ Herald, Huffington Post and many more.
  • Coverage in global sports sites including Sports.Ru, HITC Sport, 90 Min, FC Business among many others.
  • Strong regional regional coverage relating to local players and teams.
  • Over 50 direct, SEO-boosting inbound links from top tier Domain Authority sites.
  • NetBet Facebook likes went from 49322 to 63666 in the weeks following release.