World Cup 2018 Campaign

/ Work / BetStars

We helped BetStars take over the airwaves during World Cup 2018 to raise awareness of its millionaire-making competition

Creating Advantage

1.2m views of the World Cup song music video

900m total reach

213 pieces of coverage

24.2m impressions on social media

Project Leader

We were tasked with helping BetStars punch above its weight. World Cup songs do exactly that – they might not have lyrical genius or the best vocals but they resonate with an ever-growing excitement in the run up to a World Cup.


We recruited indie royalty, a first-class production team and terrace favourite Ricky Wilson to team up with Freddie Flintoff for an unexpected re-record of Rasputin by Boney M. All in under a month…


Unexpected, catchy and headed up by big name talent ensured that fans picking up newspapers, listening to BBC radio, catching breakfast TV or browsing social media were sure to hear about the track and know BetStars were behind the track making headlines.


Beyond the initial launch we amplified the campaign throughout the run up to, and during, the World Cup. This included us tracking down Boney M singer Liz Mitchell for an endorsement, having the tune blasted out in Russia by the England Supporters Band and engaging fans at Flat Iron Square with a karaoke booth to record their own renditions.


With lyrics backing Harry Kane as a goal-machine not only did we deliver outstanding results for the client but we seemed to inspire the key man to the Golden Boot as captain of an England team reaching their first semi-final in 28 years. Thank us later Harry.