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Sky Bet's £2m Fantasy Football Campaign
A new £2 million multimedia campaign is being launched by Sky Betting & Gaming (SB&G) for its Sky Sports Fantasy Football product as it seeks to achieve one million signups to the free-to-play game for the coming football season.
The campaign is being led by creative agency Who Wot Why, which has based the marketing push on the notion of the 'mind games' famously played by some of the game's most successful past managers - such as Brian Clough and Sir Alex Ferguson - to gain an edge on their rivals.
To that end, members of Sky Sports' Soccer Saturday team - Paul Merson, Charlie Nicholas, Phil Thompson and Matt Le Tissier - are set to feature prominently in the campaign alongside host Jeff Stelling, who will be shown using "mind games" to get into their heads. The campaign will be supported throughout the 2016/17 season by film content, online, social media and targeted CRM.