Ladbrokes

Barkingham Palace Gold Cup

Overview

Overview

With the birth of the second Royal Baby in April 2015 worth millions to the betting industry, Ladbrokes challenged us to create a fun story with strong social currency that would capture imaginations and attention.

The resulting campaign was shortlisted for two PR Week Awards in the ‘Most Innovative Use of Digital and Social Media’ and ‘Best Use of Small Budget’ categories.

What we did

To achieve Ladbrokes’ business objectives, we wanted something that would dominate the “and finally” news cycle for 24 hours.

Combining the iconography of the Royal Corgi with a classic betting scenario, we had our unique angle.

The inaugural Ladbrokes Barkingham Palace Gold Cup saw ten corgis, five male and five female, each given one of the prospective baby names.

Lining up in classic dog-track style traps, the corgis raced over a specially created 20-metre track to help punters determine the name and sex of the next Royal Baby.

Imagery from the race was packaged with the latest Royal Baby odds and spokesperson quotes for media, while video content and imagery was seeded to online media and viral sites.

Ladbrokes social channels were also used to promote the race to fans and drive video views.

Results

The story resonated with global media and consumers alike and delivered strong commercial outcomes for Ladbrokes.

Results included:

  • 164 pieces of coverage, with 11 articles in national UK media including Mail, Metro, The Huffington Post, Sun Online and The Independent
  • Strong pick up in global media including Good Morning America, CNN and Fox News
  • Total OTS of 2.5 billion via media and 25 million on social media
  • Over 500,000 organic views of the race video on YouTube, setting a new record for Ladbrokes as the highest viewed video on their YouTube channel
  • A branded 15-second edit received over 3 million views on Reddit
  • Ladbrokes saw 35,000 individual bets placed on all Royal Baby markets in the wake of the story, with 2,000 new betting accounts opened