During the 2024 general election, Betfair published daily betting market reports and predictions on their specialised website Betfair Predicts. It was key that Betfair’s predictions and markets reached politcally engaged punters, delivering the latest odds to a highly relevant customer pool. Sophisticated contextual targeting was required to ensure that Betfair was being promoted on sites that engaged with politically active content consumers, a well as boosted brand awareness amongst key policy makers.
MessageSpace planned and executed a flagship digital campaign that saw Betfair becoming the exclusive sponsorship partner to the Guido Fawkes political website throughout GE 2024.
The Solution
- Daily digital sponsorship of Guido Fawkes’ bespoke ‘Campaign Round Up’ email.
- Cross promotion across Guido Fawkes X/Twitter account to circa 399k followers.
- Sponsorship of all Guido Fawkes website articles mentioning GE 2024 odds and predictions.
- Over 1 million unique users reached with sponsorship content.
- Repeatedly exceeded industry standard click-through rates a peak of 2.42%.
- Drove significant digital traffic to Betfair Predicts webpages, with over 5,000 unique accounts being pushed to the betting company’s websites.