ProTipster appointed Blueclaw to expand their limited search profile and low brand awareness in the ultra-competitive Sports Betting sector.
To meet the brand’s unique challenges, Blueclaw devised VAR from Perfect: an interactive asset that displays findings from the early stages of Video Assistant Referees (VAR) use in football.
Including a FAQ page, expert insight into the system, and a “what could have been” page which looks at how the use of VAR could have changed some famous moments in the game, the asset was very well received by sports fans, the media, and professional athletes alike, raising ProTipster’s profile and substantially increasing brand awareness.
To obtain and increase ranking in the ultra competitive sports betting market, betting brands like ProTipster need to remain competitive, visible and trusted by search engines.
With a particular focus on increasing brand awareness and building authoritative links for ProTipster within the Sports Betting sector, our goal was to:
Give their experience in the sports betting market, Blueclaw team were aware that the campaign had to be driven by a tenacious, highly targeted PR strategy and an irresistible content marketing asset that was topical and simple, but data-driven and powerful.
The VAR from Perfect campaign involved input from across Blueclaw and with success assured by the project being divided into three rigorous phases –
To ensure all goals were met, the SEO team worked closely with the Content and PR team to create an ambitious target audience media list of strong sites that met one or more of the following criteria –
As part of the developed strategy, the team coordinated the launch of the campaign with the start of the Premier League season (transfer deadline day slowed progress momentarily) to capitalise on the VAR controversies every weekend and ensuring we’d have fresh angles to go out with each week.
Presenting significant commercial and SEO challenges, the betting and gaming market is currently more competitive than ever.
Major mergers and acquisitions in the sector have led to a huge amount of competition from rivals with enormous budgets and frequently, sports betting brands find it challenging to develop original, newsworthy content and story angles. Moreover, there is often pushback from publications who are reluctant to be seen as endorsing a betting brand.
Blueclaw’s proven answer to these challenges was to develop fresh content marketing and PR strategies that were relevant, topical, quotable and interesting to multiple audiences
The Content and PR team began the creative process with:
Data was taken from FIFA and UEFA reports from around the world, with the World Cup being a particular focus with the results.
The team gained an exclusive interview with the secretary of the International Football Association Board (the lawmakers of the game), Lukas Brud, which helped gain extra coverage and led to widespread interest.
Along with quotes from Brud, the team obtained a feature from Mike Riley, General Manager of the Professional Game Match Officials Limited and incorporated both comments into key findings from the reports into the press releases.
The campaign launched at the same time as the Premier League season and with VAR controversies continually popping up every weekend, we were met with fresh angles to go out with each week.
To ensure awareness was raised for both the brand and the campaign the PR team focused on the following:
As the ProTipster site had experienced traffic decreases due to Google updates, it was essential that this campaign succeeded and we were able to provide a significant increase in brand awareness.
Within 2 hours of initial press releases being sent, journalists were lighting up the inboxes of the PR team – a great sign that a campaign would smash targets.
In total, the campaign achieved: