BetVictor hails engagement impact of new Liverpool creative campaign
Operator says new series, which takes fans behind the scenes at LFC, has already paid for itself
BetVictor has hailed the engagement impact of its new video series, This is Melwood, created in partnership with Liverpool FC.
The series, which launched last week, takes viewers behind the scenes at Liverpool’s training facilities, including interviews with Jurgen Klopp and Steven Gerrard.
The operator said it wanted to be “more than just a logo on a jersey” in its position as training kit partner of the club.
“The series looks at the ‘team behind the team’ at LFC, and their significance to the club’s success and identity,” the operator’s head of brand, Shane Stafford, told EGR Intel.
“We’re focusing on how different people and departments work together to keep the cogs turning at Melwood, from the latest high profile signing to the kitchen staff that keep them in check.”
Stafford told EGR the reaction to the series had been very positive, with ROI already exceeding the initial investment.
“Engagement would be high on the list of KPI’s and it seems to be content people are interested in; it’s already been picked up by a number of media outlets,” he added.
“For me, a key metric for this campaign is about building trust with the club’s fans. We have access to certain areas of the club that people don’t normally get to see, particularly at Melwood, and it’s great we’re able to share this privilege with LFC’s fans.”
Stafford said the shoot had been done in one day in conjunction with the LFC Video Team and BetVictor’s Brand Creative team.
The Gibraltar-based operator recently appointed Karmarama, the creative agency used by Unibet, to boost its marketing efforts in the run up to the World Cup.