The
Brief

• As part of annual Sky Bet Ebor Festival, we were tasked with launching a sweepstake style charity campaign that would showcase Sky Bet’s commitment to giving back to the local community.
• We wanted to extend the sweepstake beyond just charitable organisations, by also opening it up to community groups and other good causes.
• We were unable to work with any charities that provided support for those under 18 given the rules and regulations associated with gambling companies.
• We needed to launch a campaign to highlight Sky Bet and the work that it does, drive entries from charities based across the full geographical spread of Yorkshire and provide them with a money can’t buy experience.

The
Solution

/ SPORT

/ ACTIVATION

/ PR

/ SOCIAL

• We launched the Sky Bet Ebor Festival Community Sweepstake, open to all charities, good causes and community groups from across Yorkshire.
• We worked with a relevant media partner in each region of Yorkshire to ensure we had a strong geographical spread across the North, South, East and West.
• We ran a paid social campaign to directly target relevant groups across Yorkshire. Spend was flexed based on the areas where we most needed to drive entrants to ensure a fair spread across the region.
• We created a simple online entry form where all our comms linked back to, as well as accepted email entries to prevent any barriers to entry.
• We shortlisted and ran the judging process of the entries (ensuring a fair geographical split, that we had accounted for charitable groups in a range of different sectors, and liaised with compliance to ensure we weren’t breaking any conditions around gambling restrictions and under 18s).
• We hosted all shortlisted charities (22 in total) at York Racecourse in one of the suites on the day of the live draw event and the Ebor race day itself, with the live draw event taking place on ITV Racing, and also on Racing TV.
• We set up a number of dedicated interviews for some of our shortlisted charities, as well as having the result feature on ITV Racing live on the day.
• All charities with a runner in the Ebor Festival were also showcased in the race card.
• We produced an announcement on the winning charity, who received £25k, as well as those who came in 2nd and 3rd place.