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Campaign Overview




Content Marketing, Digital PR, Design and Development

Leading operators in the online casino sector, Betway approached Blueclaw to create a content marketing and digital PR campaign that would earn high quality links and increase brand awareness.

The interactive asset the resulted from this collaboration, Bond in Numbers used fascinating insights about the James Bond movie franchise, gaining coverage on leading sites worldwide including the likes of Forbes, GQ, The Express, Yahoo, Digital Spy and more. Additionally, the success of this campaign was recognised by being shortlisted at the 2019 European Search Awards.


The Objective

The goal of this content marketing and digital PR campaign was to earn top tier links for the Betway casino site.

The Solution

Tasked with creating a content marketing campaign that would earn strong links for Betway Casino, the Blueclaw Content and PR team began with –

  • In-depth, creative ideation to hone in on specific topics with link-earning potential
  • Pre-outreach of shortlisted ideas to journalists and influencers to assess their interest

Once Bond in Numbers was identified as the winning concept, the project moved into the research, design and development phase.

Data Gathering and Research

The Content and PR team established the most interesting data points to compare between different Bond movies, actors and eras, including –

  • Box office and theme song performance
  • Movie moments including cars driven, romantic liaisons’ shown and bad guys killed
  • … and much more

While data was being gathered, checked, cross-checked and refined, the wordsmiths of the content team developed the surrounding introductory text, including contextual links to inner pages of the Betway site.

Design and Development

Written content was crafted against wireframes as the site moved in to the crucial design and development phase, and the delivery of a technically superb and visually beautiful site. This phase included:

  • A visual, user-focused mobile-responsive design that would capture the interest of journalists, Bond aficionados as well as mainstream audiences
  • Internal links to key Betway inner pages to maximise SEO value
  • Supporting assets – images, extracts and snippets to support PR and encourage journalists

PR, Promotion and Link Earning
Once design was complete, we moved into the PR, promotion and link earning phase:

  • Segmentation of media contacts by publication type, SEO metrics (including Domain Authority, Trust Flow and more)
  • Prioritised outreach combining segmented press releases backed up with telephone outreach

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 was on track to smash targets.

Our Results

We massively exceeded our link KPIs – beating the link target more than 6-and-a-half times over. Results include:

78 individual pieces of coverage

57 new linking domains

47 followed links

21 links with a Trust Flow fo 50+

UK coverage in The Express, Forbes, Daily Star and The Irish Sun

Coverage highlights include:

  • Forbes (DA 95)
  • Lad Bible DA (84)
  • The Irish Sun (DA 84)
  • IMDb (DA 95)
  • GQ (DA 85)
  • Print coverage in Loaded magazine

Get in touch with our senior team to discuss all things Content Marketing and Digital PR!

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