We needed an idea which would endure over a few months, as this would enable the outreach team to do their work effectively, and as such could not be too timely. However, it did need newsworthiness around the world and therefore could not be so generic that it would lack resonance.
Having reviewed Betway’s Google Analytics and other audience data, we knew that music was a big interest area amongst that audience and as such, believed a campaign which tapped into this area would not only earn links, but also be of great interest to those with a propensity to engage further with the brand.
We devised a campaign which looked at the global music charts to ascertain what makes a successful ‘hit’ around the world.
We took the international music charts from 22 countries around the world over the past decade to identify common characteristics including key, tempo, energy and danceability. From this, we created ranking charts which gave us localised results that would give us access to local media from each target country, plus more generic results relating to genre and musicians that would facilitate outreach to consumer, lifestyle, music and celebrity culture press.
Our linkable asset came in the form of an interactive table which included all of the data and findings, which the user could filter by country and reorder to reflect their own specific interests. View the Pound of Music campaign here.