Unibet aims to combine Top Gear and Idiot Abroad with new content series
Six-part #BetAndBreakfast series follows novice punters as they pay for their travels via betting
Unibet has launched a new international content series designed to encourage customers to make more informed bets on the upcoming World Cup.
The six-part #BetAndBreakfast series follows two teams of novice punters as they travel across Europe, with the quality of their accommodation, travel and food depending on their betting success.
The two teams are coached by Didier Drogba and Djibril Cisse and receive local tips and betting advice from the likes of Antonio Cabrini, Eidur Gudjohnsen and Brian Laudrup.
“We understand that with the right tools we can help our customers make more informed bets and we aim to do that with this content series,” said Alison Sams, head of brand and creative services at Kindred Group.
“We want to do this in a light-hearted and fun way that appeals to a younger, smartphone connected audience”.
The series described by Kindred as cross between Top Gear and An Idiot Abroad, will be distributed in nine markets, including Sweden, Denmark, France, Italy, Finland, Romania, Belgium and Australia and hosted across Unibet’s social media platforms in the build-up and throughout the World Cup.
“This is a truly international campaign,” said Pantelis Kotopoulos, head of inbound marketing at Kindred Group.
“We hope it will appeal to the many nationalities and myriad of individuals that will be interested in making more informed betting decisions on this summer’s World Cup”.
The campaign, produced by DDB Nord will be hosted on the Unibet website and media buying will be managed in-house.