Bwin debuts Hollywood-style ‘Who Stole the Cup?’ campaign
GVC sportsbook recruits football royalty, including Diego Maradona, for mystery-solving World Cup marketing initiative
Bwin has added to its Live The Action marketing campaign with a Hollywood-style World Cup television short called “Who Stole the Cup”?
The two-and-a-half minute teaser features football royalty in Diego Maradona, Cafu, Stefan Effenberg and Vincente del Bosque, alongside German swimmer Franziska van Almsick.
The quartet are pitted against each other in the Cluedo-style promo where viewers are invited to figure out who has stolen the World Cup trophy before the 2018 tournament begins in Russia.
The film is directed by Pedro Martin-Calero and is a “cinematic nod to the great Hollywood crime capers of the past”, according to the GVC-owned sportsbook.
GVC CMO, Adam Lewis, said: “Being smart, creative and bold is in GVC’s DNA and again our teams have delivered with this blockbuster World Cup campaign.
“It will entertain and engage our players and audiences globally, plus reinforce bwin’s position as Europe’s leading and most innovative sportsbook.
“To be the best you need to work with the best and the talent we involved in this campaign is legendary, so we are not here for second place.”
Bwin has also enlisted the help of former France midfielder Robert Pires who will conduct behind-the-scenes interviews with the four suspects to run alongside the marketing initiative on bwin.com.
The campaign will run throughout Germany, Austria, Greece, Spain, Italy, France, Belgium, Denmark, Sweden and the UK with the cup-stealing culprit to be revealed before the tournament begins.