BETTING ON PAST GAMES
A NEW WAY TO BET. EASY TO WIN? NOT WHEN YOU'RE BETTING ON WOMEN'S SOCCER.
WATCH THE CASE
CONTEXT:
In Brazil, the country of football, fans know everything about their team… the men's team. Meanwhile, women's soccer has traditionally attracted fewer fans.
THE IDEA:
Internacional, one of the biggest Brazilian teams, and EstrelaBet, a sponsor and the largest sports betting site in the country, created a new type of bet challenge:
Betting on games that have already happened.
The questions, that seemed so easy for men's soccer, turned out impossible to answer for women's football.
Big betters and football fanatics were invited to participate. Their final score was R$0.00, but the other results changed the game within the first 30 days of the campaign.
This experience became a video that ended with a call to action: to bet on her.
Part of the money will be reverted to women's soccer.
THE START
THIS VIDEO WAS THE START OF THE CAMPAIGN
PAST BECOMES A NEW FUTURE
THE PLAYERS, FANS, INFLUENCERS, MEDIA OUTLETS AND EVEN OTHERS SPORTS ATHLETES SPREAD THE CAMPAIGN.
US$ 5 MM earned media;
+119% bets on women's soccer on EstrelaBet;
In 10 days: part of the bets was reverted to broadcast the woman's championship in 2023;
In 30 days: another part of the bets was reverted to renovate the training facility.
