The excitement in the lead-up to England’s first match of the FIFA 2018 World Cup gave bookmaker William Hill (@WilliamHill) the chance to put itself at the forefront of football fans’ minds as the best betting option for the tournament.
Targeting passionate England followers across the country, @WilliamHill used the reach and exposure of Twitter to promote its special offer for new customers, and to encourage app downloads and sign-ups.
@WilliamHill capitalised on the buzz that can only come with the anticipation of the nation’s first game by launching a Promoted Trend before the big match. With the hashtag #ItsComingHome, they connected with England fans on an emotional level and maximised the reach and visibility of the campaign.
On the day of England’s opener, @WilliamHill released a First View video focusing on the score lines of some of the national team’s most famous wins to promote its special offer and encourage new customers to take advantage.
@WilliamHill followed this up with a series of Promoted Tweets containing suggested bets for the match and used integrated App Cards to drive downloads and boost sign-ups.