Hijacking I’m A Celebrity for 10bet

When 10bet approached us and said they wanted to make Brits aware of its I’m a Celeb market, we knew there could only be one man for the job…Martin Roberts.

The TV favourite has massive media appeal, with Homes Under the Hammer achieving cult status that has cemented Martin as one of the UK’s most adored presenters. Media quite simply can’t get enough of Martin.

I’m a Celeb runs for a couple of weeks, giving us the opportunity to drive excitement for the show before it aired – and for 10bet to promote its market – and also to provide real-time comments that reacted to what was happening on screens.

Martin conducted a host of exclusive media interviews – we dropped so many exclusives that he got in hot water with the BBC – and then we sold in his comments during the show.

One front page later and bundles of earned coverage allowed 10bet to be at the centre of the I’m a Celeb conversation.

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SUMMARY OF RESULTS

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dominating euro 2024 for kinetic

Kinetic challenged us with ensuring four of its iGaming brands played a vital role within the EURO 2024 conversation. We knew it would be an incredibly competitive market, so to give us an edge we needed to recruit five legendary ex-players to provide in-depth analysis and commentary throughout the tournament, and they needed to appeal to specific media markets.

Our always-on tournament PR strategy served audiences during the key beats of EURO 2024, driving brand awareness and relevancy pre, during and post tournament at scale. William Gallas , Gordon Strachan, Alan Smith, Didi Hamann and Chris Waddle ensured we had all bases covered.

During the four-week tournament our content reached millions of football fans, while our legends also amplified the content across their own social media channels. With a modest budget, we ensured that Kinetic brands were among the most authoritative brands, outperforming  competitor SOV.

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SUMMARY OF RESULTS

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DOMINATING THE 6NATIONS FOR GAMBLING ZONE

With the help of two Rugby Union icons in Chris Aston and Dylan Hartley, we placed Gambling Zone at the heart of the Six Nations conversation pre, during and post tournament with a dedicated editorial PR campaign.

Our legends provided expert analysis and opinion throughout the Six Nations tournament which was amplified across their own social channels and GZ owned channels. Comments were sold-in to media throughout the tournament and exclusive interviews with our legends were also granted to influential media. This was a multi-channel campaign that targeted rugby fans and content was distributed where the conversations happen. 

The Rugby Union news cycle moves at a much slower pace than football, so we needed to deploy a laser-guided strategy to ensure that we were capitalising every key beat of the tournament.

Without being an official partner, due to our prodigious output, we indexed as the brand with the highest SOV in all Six Nations conversations.

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SUMMARY OF RESULTS

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PUTTING SOME SOUTH IN LONDON’S MOUTH

At Volume Communications, we love a quirky business and anyone with a good story. Our founder Joe used to look after the PR for Secret Cinema in a previous guise, so he understands the experience economy and how to bring brands to life from within it better than most.

Having come across Crayfish Bob in 2023, think Jack Sparrow meets Captain Birdseye, our instincts told us Bob was offering Londoners a unique foodie experience.

For a period of seven weeks, Bob hosted a pop-up restaurant at Gosnells Taproom – it was our mission to make it a must-book experience. This was a PR gig that needed a creative press office, and we knew we had to lean into the personality of Bob. A headlining grabbing announcement release was issued to consumer and food press, listing were targeted with London tastemakers and we ran a media night for foodie influencers. The result? A completely sold-out run for the duration of the pop-up, bundles of coverage and social media hype.

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SUMMARY OF RESULTS