TURN PRIDE INTO BETS FOR AUSTRALIAN SPORTS BETTING AGENCY TAB

Challenge :

In 2013, TAB, an Australian sports betting agency, asked digital agency Analog Folk to help increase bets around State of Origins rugby league series. But after seven straight losses, New South Wales fans weren’t very excited in betting on their team.

Idea :

All the disheartened fans needed was a little helping hand in choosing the right bet...So we introduced them to "Blocker", a real psychic cockroach (in hommage to the New South Wales team mascot and footy legend Steve ‘Blocker' Roach) through a cheeky video sent to selected medias and influencers.

Blocker helped fans choose a player to bet on during live online predictions, from a stadium replica outfitted with cameras. Fans could compare Blocker’s pick for them with the real TAB odds and click to place a bet online. 

Mission :

During the project I worked together with the lead strategist and the community manager on the content distribution and social media strategy.

Results :

Blocker’s first official prediction proved to be correct, generating organic impressions and reach. Over 3,000 customised youtube predictions were made, with more than 50,000 unique viewers  – it's just a shame he couldn't help the team win.