In the original branded digital tv format "Real Heroes", legendary athletes celebrate hard-working volunteers and reward them with makeovers and equipment for their sports clubs.

• Implementation – To create awareness, the episods was released three at a time on Youtube and was pushed through Facebook and TVC. Extra material was also released during the campaign period to contain the engagement. To create additional curiosity about the episodes, the commercial was also pushed through cinema.

• Timeline - 3 episodes was released each month, for 4 months

• Placement - TV episodes on Youtube, print campaign outdoors, trailers on TVC, trailers on cinemas and Facebook, a website containing all material

• Reach - 6+ million views on youtube and Facebook

• Engagement - An average view duration of 49%.

5,53 % in general on engagement rate on all content in all channels. Earned media in local posts.

• Impact – The campaign helped Betsson move its brand towards more softer values and is a long-term communication strategy. The campaign also increased the awareness of the true heroes in the sport world.