And so the Million Pound Goal promotion was born.

A giant promotion to ride off the hype around every goal in the tournament. Culminating in one epic moment where the country predicts the first goal scorer and the minute they score in the final. With one winner bagging one million pounds.

To advertise the promotion, we created a fully integrated promotional campaign.To advertise the promotion, we created a fully integrated campaign across TV, print, OOH, radio, social, digital and search, all fronted by legendary commentator Barry Davies. To us, a goal is a goal, is a goal. We don’t care how the Million Pound Goal is scored, just when and by who.

Our promotion gave us the right to be wherever goals were being discussed - from the tabloids to the terraces. So we talked about the previous night’s goals amongst all of the match reports in the Red Top Tabloids. Featuring in the most-read national newspaper The Sun (daily circulation of 1.9m), The Mirror and The Star (combined circulation of 1.4m). The campaign was also promoted in the Metro (covering all major UK cities) and FourFourTwo, UKs most read monthly Football Magazine.

The work launched targeting bettors from the 16th May until the end of the tournament on the 16th July 2016 across TV, print, radio, OOH, social, digital and search.Plus the responsive print ads featured in all the major national tabloids sports pages on six occasions throughout the tournament, including tactical full page ads on the day of the Final and the day after the Million Pound win.

Our activities drove sustained social buzz about the #MillionPoundGoal with multiple surges in social shares and over 81K mentions in total. From the Telegraph to the Sun to FourFourTwo to the BBC and ITV, our competition buzz was organically picked up by all the major publications on and offline.

This was a 458% growth in size of audience discussing BetVictor versus the previous tournament.

All of this leading to more than double the expected number of first time depositors.

Betting industry publication eGR ran a poll which named the Million Pound Goal the Most Attractive Euro 2016 Promotional Offer. With 39% of the vote, we saw off competition from the big spending Ladbrokes, Paddy Power and Bet365.

The success of the promotion has been so great that we are continuing the promotion throughout the Premiership season.