The World Cup is for everyone, not just the die-hard ultras.
So, how do you get football-phobics just as invested as the fanatic fans?
How do you make them want to watch more than just Bellingham and the boys?
The same way we’ve always done it in workplaces up and down the land.
With an office sweepstake.
but this time, like only iTV could.
We’re all in on iTV.
48 teams, all drawn for real, each with a hand-packed fan box,
each with no idea who they’re getting until the moment they open the lid.
We went all in, putting ITVs biggest stars, as well as local heroes from across the country in the hat.
Together they made an unmistakably ITV campaign in a crowded market, that backed every nation
and became so much more than one shiny film.
We shot content with all 48 teams. from curaçao + Cape verde to england + Argentina.
giving us social, Match-ups, memes and moments to support The entire tournament.
Fans could track every game and half a million of them picked their own team on iTVX.
we went all in with some of the biggest billboards in the country.
the sweepstake spread into our shows.
And we held watch parties with custom all in shirts.
More viewers per game than the bBC.
More non-home nation matches Watched per viewer.
195% more engagement + 367% more shares Than euro 24.
12.5 Million views on Social.
All in all…
the biggest ever sporting event in the history of iTV.