Worldcupgames.com
The Brief
For the first time in more than 60 years, Littlewoods Gaming launched a football pools game that required players to predict high-scoring matches instead of score draws. And, also for the first time, the internet would be the key player recruitment driver.
A World Cup version of the new game, Goal Rush, was launched ahead of the 2006 tournament. Brahm’s job was to raise awareness of the game, drive players to the worldcupgames.com website, and use the World Cup activity to generate awareness of Littlewoods Pools.
Our Response 
Brahm put together a PR campaign that included an editorial partnership with Teamtalk.com, Europe’s most visited football website.
The agency also organised webchats and podcasts across 25 key football and men’s interest websites with 1966 World Cup heroes Gordon Banks and Roger Hunt, and replica 1966 England World Cup shirts – autographed by Banks and Hunt – were used as editorial competition prizes on those websites.
A viral e-mailer was produced and hosted on Teamtalk.com that featured the famous Maradona ‘Hand of God’ goal against England in 1986…but edited so that Maradona misses!
A survey was issued to online media, with URL links, on the best England World Cup songs of all-time, which also achived national and regional print coverage. For local and national radio, Brahm organised pre-World Cup interviews on the the launch of Goal Rush across key BBC and independent radio stations.
The outcomes
More than 80 radio stations covered the launch, and the webchats and podcasts were carried on 25 leading sports-related websites and portals.
The survey on football fans’ favourite World Cup songs was featured on more than 50 news, sport and entertainment websites, and the launch was covered in more than 50 print titles ranging from the Daily Mirror and The People, to the Liverpool Daily Post and Teesside Evening Gazette.
In total, more than 42m people were reached with the activity, with a return on investment of more than 600%.
Goal Rush is now a permanent part of the Littlewoods football games portfolio.
For further information please contact Phil Reed, Head of PR or Ruth Holgate, Business Development Manager, on 0113 230 4000 or email greatoutcomes@brahm.com
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