Partycasino and Partypoker, two brands which are part of the global sports betting and gaming entertainment group Entain, launched an integrated through-the-line October campaign leveraging their partnership with the McLaren Racing based around offering customers’ ‘Access All Areas’ to the Formula One (F1) team.
Developed by SNAP London, the TV campaign and online content series was fronted by driver Daniel Ricciardo and hubbed around a creative platform called ‘Access’ aimed at getting fans closer to the world of F1.
Spearheaded by a hero TV ad, launched on 21 October and directed by Jak Payne of Blink Productions, which introduced and showcased the ‘Access’ platform and aimed to drive viewers to the online hub.
Supporting social content also directed fans to the ‘Access’ site hosted at PartyCasino.com and partypoker.com. On the hub, fans found behind-the-scenes style content episodes, as well as free to play McLaren Racing games and exclusive competitions to win McLaren experiences.
This included a ‘See the Unseen’ content series, directed by James Lovick of Bang productions, which is a set of five exclusive mini-films which take fans behind the scenes at McLaren F1 and includes interviews with CEO Zak Brown, McLaren engineers, pit crew and driver Ricciardo all answering a series of slightly leftfield questions.
Created by SNAP London, the campaign’s media planning and buying was handled by the7stars in the UK and by Hubble in Canada.
“McLaren are a team who share our love of innovation and cutting-edge entertainment and we wanted to reflect that same character to in how we promote our partnership,” said Entain Commercial Director Paris Anatolitis. “We are really proud that with the Access platform and ‘See the Unseen’ films we have created something for the fans that is genuinely entertaining and insightful.”
SNAP London Managing Partner Louisa Fielding added: “As a bunch of Formula 1 nuts, we’ve had an absolute blast making this work. It’s really easy in sponsorship to simply badge teams and sports stars, but we wanted to give fans and customers more. So, the Access platform was born. By working closely with the PartyCasino, partypoker and McLaren teams, we’ve been able to create exciting content and experiences that genuinely gets Formula 1 fans closer to the sport and team they love.”
The team at creative agency SNAP LDN which worked on the activation included Creative Director Matt Hynds, Agency Producer Vanessa Butcher, Managing Partner Louisa Fielding, Account Director Vicki Thorniley and Account Manager Melissa Adamou.
Film production was by Blink (with Director Jak Payne, Producer Richard Wilson, Executive Producer Paul Weston, Cinematographer Harry Wheeler and Editor Charlie Von Rotberg of Stitch Editing) and Bang Production (with Director James Lovick, Producer Tom Whitehead, Executive Producer Jeremy McWilliams, Cinematography Ruaraid Achilleos, plus Editor Ben Boullier of Locked Pictures)
Post Production was handled by Stonedogs and Absolute, the stills photographer was Jon Enoch, with sound design by Ben Leeves of Jungle and music composition by Major Tom.