Project Type: PR Campaign
Sector: Sports, iGaming
Vime was engaged by bet365 to promote the bet365 US Darts Masters at the Hulu Theatre, Madison Square Garden New York. We worked alongside bet365, The Professional Darts Council, Matchroom, and Madison Square Garden to develop the first collaboration between bet365 and the US Darts Masters.
The primary challenge was to generate awareness and excitement around the event, establishing bet365 as a leading player in the US Darts Series
Vime developed a press kit for bet365 containing all relevant information journalists could be looking for when learning about the US Darts Series. The press kit was distributed widely with the media to ensure bet365 stays top-of-mind when journalists are covering betting and iGaming news. We focused on three pitch angles to achieve engagement from the media: first Major US Darts event, the “unique” atmosphere created by darts fans, and the focus on Fallon Sherrock as the leading female contestant.
In addition to traditional digital PR media coverage, we identified an influential figure to partner with, conducting a thorough audit of influencers in the NJ/NY area. After careful consideration, Vime recommended @NewYorkNico for this activation. His broad reach, aligned demographics, and unique point of view resonated with the Tri-State Area’s culture.
A target for the campaign was to secure state of New Jersey-specific coverage. The local “impact” of the coverage was a major KPI and an important metric for the success of the campaign.
Our PR team reached out to hundreds of local journalists and publications tailoring each message with a different tone and narrative depending on the publication to promote the most appealing aspects of the upcoming event.
Vime co-hosted a pre-event media day with journalists from all over the USA attending. Significant coverage was secured with local news outlets as well as multiple interviews with local journalists, both on-site and at hosted pre-event media days. This experience gave journalists the opportunity to understand the story and profiles of the sports stars, as well as appreciate the atmosphere and excitement in the lead-up to the event.
Over the weekend of the event, our influencer partnership was also a success. @NewYorkNico posted 10 pieces of content including static video posts and live stories and Vime reported on the overwhelmingly positive sentiment of the user engagement with a reach of 250K, a 10K figure engagement, and 300K impressions.
Through our strategic approach and comprehensive media outreach, Vime successfully positioned bet365 as a key player in the US Darts Series, achieving widespread coverage, significant engagement, and overall positive sentiment among the target audience.
This PR campaign served as a powerful catalyst for bet365’s brand recognition and growth in the sports and iGaming sectors.