You can bet on it
Since 2009, Edge has worked with Sportingbet Australia on the company’s integrated content strategy, which includes social media, blogs, an iPad magazine and a smartly targeted quarterly print publication, to entertain and engage its audience with the brand, as well as on one-off acquisition tools such as the pocket-sized World Cup guide.
Firm believers in the power of content marketing, Sportingbet Australia works with Edge to provide valuable content to its audience across multiple platforms including blogging, social media, an iPad magazine and the backbone: a traditional print publication. The carefully targeted content includes betting-focused subject matter, such as trends, stats and tips to help punters of all levels of expertise.
The relationship began in 2009 when Edge saw an opportunity to produce a unique publication for Sportingbet Australia and Sportingmail was born. The magazine, and now iPad app, is carefully designed to appeal to its distinct audience – the entertaining content is supported by a visually engaging layout that includes devices such as information boxes, tables, pullouts, tips, figures and graphics.
Further collaborations have included a highly successful pocket-sized Soccer World Cup guide. Tipped on to ALPHA and FourFourTwo and handed out in Sydney’s CBD, the initiative exceeded its target number of account sign-ups by more than 400%. The guide was also Highly Commended in the Special Edition of the Year category at the 2010 Publishers Australia Excellence Awards.
The scores are in
400% – the over-achievement of the Soccer World Cup guide in driving sign-ups
4 – editions of the iPad version, with more to come
2009 – year of first publication
You can say that again
“We see the direct relationship between delivering consistent, ongoing entertaining information to our customers and repeat business and loyalty. We find that providing immersive and informative materials is a highly effective way of engaging our audience with our brand, products and service.”
Ken McKenzie, Head of Marketing, Sportingbet Australia
Glenn Cullen is Sportingmail’s consulting editor. A sports journalist of long standing, Glenn has covered (in various capacities, both freelance and official) World Cups, Olympics and a host of sporting events locally and overseas. Drawing on a heavy-hitting team of veteran sports reporters and talented up-and-comers, Glenn ensures the magazine has every play, every angle and every start covered.