All To Play For with William Hill

Branded Content

For leading bookmaker William Hill, we produced a seven-episode online show called 'All to Play For’ running throughout the entire Euro 2016 tournament. 

What is it?

Leveraging popular TV formats and social trends, every three days we delivered an online show before the next match fixture so William Hill could introduce betting odds, forecast likely outcomes and fuel user-generated competitions. Filmed in ITN's green screen studios and co-hosted by Sky Sports News presenter Hayley McQueen and Joe Crilly ‘The Bloke from The Sponsor’, (i.e. William Hill’s very own in-house pundit), the comedy scripted format reacted to all of the sporting action gathered through the ITN network coverage of The Euros, trending conversations on social, and real fan reactions (mainly filmed outside pubs!) 

Having access to hot-off-the-press news content from ITV Sports meant that 'All To Play For' previewed exclusive training grounds footage and pressers with world famous football talent, giving William Hill the edge over their competitors' content. 

Menu of content

The hero show was around 5 minutes and placed on YouTube, with standalone VTs (30 secs) and 15 sec teaser cut-downs delivered across all social channels with the hero platform being Facebook. 

A blend of paid for and organic views means that cumulatively all content has performed outstandingly views across all channels, and William Hill brand ambassador Robbie Savage retweeted the shows to his 1.7m followers. 

As a brand awareness exercise William Hill simply want to entertain their target audience 18-35 Y/O (male skew). Peter Spiers, Head of Advertising and Content at William Hill said: “Like most major brands today, William Hill is keen to provide our customers with regular, engaging content; particularly around major sporting events like The Euros. We’re delighted to be working with Hayley McQueen and ITN Productions this summer, and we’re confident that the shows we create will strike the right balance between being informative and entertaining.”

The Full Series

The Trailer 

Show #5  

Show #6

Show #7