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Bet365 has added another layer to its global advertising campaign, titled Never Ordinary, incorporating fan interaction and engagement elements.
Developed with the Stoke-on-Trent bookmaker’s marketing agency partner Hatch, the extension of the campaign utilises ticket offices which function as a ‘fully-branded hub of sporting excitement’.
Sports fans who enter the ticket offices must correctly answer a series of questions, with prizes being experiences at sporting events, including football matches, boxing bouts and horse races.
Victoria Tidmarsh, Operations Director at Hatch, said: “The Never Ordinary platform provides the perfect opportunity to go above and beyond what fans are expecting from their day of sport, so we’re really excited to start the tour of activations and help people create life-long memories across the UK and beyond.”
Bet365’s Never Ordinary campaign was launched in August ahead of the return of the domestic football season, although the opening TV advert for the series focused around the sport of curling.
The campaign revolves around the idea that sport is ‘full of unexpected and underestimated moments of glory, all worthy of celebration’, and focuses on the operator’s founding market of the UK as well as its global territories.
Under bet365 and Hatch’s latest plans for the campaign, the duo are kick-starting the campaign in the UK – with the first ticket office set up at Wetherby Racecourse earlier this month – launching activations in the UK initially.
Looking to keep momentum with its international expansion, bet365 has gone live in several markets in 2023, most notably in the AMericas, with its latest stateside launch seeing the operator launch its products in Kentucky. Further North American activity earlier in the year included launches in Virginia and Ohio in January Iowa.
A bet365 spokesperson commented: “The sentiment behind this campaign is essentially a reminder for everyone that bet365 stands out from the crowd. It’s unique in so many ways and it’s absolutely Never Ordinary.
“We’re delighted that so many racegoers at Wetherby Racecourse could experience a small part of our new creative concept. Thank you to everyone at Wetherby, and we’re excited to see where the “Never Ordinary” ticket booth turns up next!”
