- Director and Co-founder of Apsley Group
twentysix worked incredibly hard to create and deliver a hugely successful campaign which achieved 147 linking domains (116 in the first 24 hours). Who knew a pie tasting competition could do so well!
This resulted in us regaining the #1 spot for a lot of our big football searches, most notably “football tips”. This was huge for us heading into the biggest weekend of the football season.
Free Super Tips
Kicking-off the Premier League with No 1 rankings for Free Super Tips
Free Super Tips is the home of free sports betting tips from trusted professionals, combined with match previews and analysis which makes it the go-to portal for sports fans and betting aficionados. Our creative PR campaign centred around the humble half-time pie to increase share of voice and improve search rankings in the run up to the Premier League.
Free Super Tips wanted to create a viral campaign to kick-off before the start of the 2019/2020 Premier League season, with the aim to boost brand awareness and increase the number of linking domains to the Free Super Tips website to enhance search rankings for key terms.
After workshopping low budget, big impact campaign concepts, we decided to focus on the delicious ritual of the half-time pie. From this ritual, we constructed the role of an official ‘Pie Taster’ for match days – a position which one lucky football foodie could win as part of our competition.
The winner would be sent around the country to rate the pies at different stadiums and get free tickets to the games they were attending. A win-win!
The effectiveness of the campaign hinged on how we designed the competition press release to grab the attention of both football enthusiasts and journalists to get maximum coverage and impact.
Utilising a competition mechanic allowed us to host the entry details on the Free Super Tips site and provide a domain for valuable backlinks. From here, we kept things simple – identifying key journalists at selected publications with the hope of initiating a snowball effect, with other outlets covering the story off the back of the initial pick up.
In tandem with the press coverage, we heightened exposure by pushing the competition on Free Super Tips’ social channels. Encouraging people to enter using an appropriate ‘pie selfie’ with the hashtag #PremierLeaguePieTaster meant that this further increased the campaign’s visibility and gathered even more entries.
Regional, national, and even global publications covered the story, as well as a selection of food-based titles, resulting in a whopping 147 pieces of coverage complete with valuable links.
Using our tracking tool, STAT, we saw Free Super Tips’ share of voice increase by 53% surpassing one of their main competitors and leading bookmaker, Paddy Power.
Most impressively, Free Super Tips regained the top spot for 3 key football search terms during this period.