Cannes Lions
EL LABORATORIO, Madrid / BWIN / 2011
Overview
Entries
Credits
Execution
The users can be a part of the team by playing "Raise Up the 10th" (RM), training and showing off their skills.Winning match points that they can later use to bet on match results. This way, they win exclusive merchandise and can travel with the team to the matches.
Outcome
More than 150,000 players from 15 countries.
Over 1 million hits.20,000 players betting on each match.More than 300,000 bets placed.Creation of groups and forums on the game by the users.Worldwide media impact.
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