Martin Bailie, executive planning director, Glue Isobar

Why I like it

Partly, it’s the herd effect – 355,000 other people seemed to like it within its first month, so I thought I’d look. The comments are great: 96 per cent of the 800-odd ratings are positive. It’s linked to by plenty of target audience blogs. So the video works pretty well.

But the YouTube channel works even better. Betfair appears committed to new content through its Manchester United tie-up and its other sponsorships:1.2 million views of its ten football videos isn’t a bad score.

I wish I’d thought of

Betfair’s "little by little" approach may be paying off. It’s attracting hundreds of thousands of views from footy fans. Compare these results with SkyBet’s latest "epic" ad: 9,000 views on YouTube and nothing but negative "rip-off" comments. Betfair’s approach appears to offer fans something to share and feel close to. Despite my (non-Man Utd, non-betting) preferences, this seemingly mundane content adds up to something bigger: a channel worth subscribing to and a new means to talk to football fans. These videos are little bonfires, not fireworks. I’d be interested to see how many are converting to placing bets.

This article was first published on Campaign YouTube

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