BETWAY
RODDICK RETURNS
BRIEF
Betway’s promise to its users is simple; it’s about giving them the upper hand to boost their chances of winning, with data-backed insights.
Our job was equally as simple. Get tennis fans opening their Betway app during the Wimbledon tournament. The only minor issue, we weren’t an official sponsor of the tournament. 🤫
Our goal was to generate an unfair advantage for Betfair by creating more cut-through than the tournament’s official (and deeply boring) sponsors, stealing a larger share of voice despite having a fraction of their budget. Oh, and if it could work across 12 global markets that would be ace too.
IDEA
We took tennis icon and three-times Wimbledon loser, Andy Roddick, back to Wimbledon for one last shot at the title. 2024 was the year #RoddickReturns.
However, due to some (ahem) “challenges” in getting access to Wimbledon, London, we needed to take matters into our own hands. How? *Opens Google Maps*. By creating our own tournament 4,018 miles away in Wimbledon, North Dakota (USA). We just had to mow the grass into something resembling a tennis court. And also convince the 144 residents to get on board.
RESULTS
In what was an epic response, the entire town pitched in. They took on roles as groundskeepers, officials, fans, and even players, seven of whom faced off against Andy as he battled his way to becoming the official 2024 ‘Champion of Wimbledon (North Dakota)’.
The campaign achieved over 38M impressions and 24M video views. Truly resonating with fans old and new. And what was ever better was a shedload of people downloaded the app during the campaign period. Our campaign became Betway’s best-performing social campaign ever, setting new standards for engagement, reach, and virality.
It’s not every day you convince a sporting legend to travel 4,000 miles for a very silly idea redemption story.
