Sky Bet’s Super Week teams up with Metro and EssenceMediacom to provide even more of what fans love: two weeks of free bets, huge boosts, and giveaways galore
To bring the message to life, Metro created an innovative paper-tech cover wrap solution. 50,000 glossy ‘pop-up’ wraps will be distributed across the UK; as readers turn the page, Sky Bet’s supersized creative will pop up and wow commuters.
The campaign will run from 20 December to 2 January, kicking off with the glossy wraps. For maximum reach, the limited-edition glossies will run alongside a national cover wrap and a Metro Apple News full-site takeover.
Natasha Acquisto, head of innovation and partnerships, Metro, at Mail Metro Media, said: “It has been an absolute pleasure working closely with the client and EssenceMediacom to nail the creative messaging and ensure we were able to execute this disruptive paper-tech format during the festive season.”
Alex Jockelson, client partner at EssenceMediacom, said: “When thinking of ways to launch Sky Bet’s Christmas Super Week, a supersized pop-out Metro wrap was the perfect solution. A truly impactful and innovative media buy which is the result of a brilliant collaboration between client, media owner and agency. Well done to all involved in bringing this superb piece of work to sports fans around the country.”
