Building a tool to engage with the Twitter audience during Transfer Trends.
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In December 2013, Sky Bet approached Blueclaw to build them a tool which would collate all the hottest football transfer news from Twitter to engage and access the buzz around the 2014 January and summer transfer windows.
Our task was to create a tool that was not only designed to meet SEO objectives, but also provide content angles for the sports book operator’s social media team. It had to integrate with the bookmaker’s odds feed and provide opportunities for users to place bets.
Using Twitter’s Streaming API, our developers built the tool to filter through all our trusted sources including newspapers, journalists, and news sites. The tool was also able to tally Retweets of Tweets, using the Twitter’s REST API. All the data was then assembled into a league of transfer trends.
The campaign was re-launched following the World Cup and an iFrame was created, allowing bloggers and publishers to embed their team’s Transfer Trends page within their posts. We followed up and finished the campaign with a timeline, highlighting the biggest transfers of the summer and integrating top Tweets, Retweets, and even Sky Bet’s odds history.
Sky Bet has more transfer betting markets than any other operator in the UK, with the task given to us designed to reinforce the brand’s dominance in this area.
Having set ourselves a challenging timeframe of just one month, we successfully delivered the Transfer Trends project, taking 50 top sources on Twitter and categorising Tweets into models for both teams and players.
Over the course of the entire campaign, the application attracted over 70,000 unique visits, stimulating a significant number of bets for the bookmaker.
Within the first four days of the application being live at the end of the January 2014 window, the page attracted over 50,000 visits, of which around 10,000 were unique visitors.
The summer surpassed that with 23,512 unique views and 55,737 views, also earning a placement on ESPN, which generated 1,896,004 impressions and 6,885 clicks. It also resulted in a banner being placed on Sky Sports’ renowned Transfer Centre.
We encountered some of the highest levels of engagement over the summer, with one promoted campaign around Angel Di Maria’s transfer to Manchester United generating an engagement rate of 38% - Twitter benchmarks a successful engagement rate as 1-3%.
Elsewhere the application was shared on numerous high profile online publications including AOL.co.uk, the Scotsman, and TalkChelsea.
Content Marketing
Content Marketing
SEO
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