Find a way to make Sportsbet the preferred betting company during the 2013 Ashes series. Knowing that betting is a social activity, we needed to ensure that mates were able to keep together when attending the cricket.

When the ‘no collar-no entry’ debate started on Twitter, Sportsbet began working on a solution. When cricket legend Rodney Hogg also voiced his frustration by the rule, we invited him to join us in releasing a limited edition series of Sportsbet Collars to help everyone get into the Ashes series. Hoggie starred in a ‘making-of’ video which was shared on the Sportsbet Facebook page, providing a solution for frustrated cricketing fans. We invited each recipient of the collar to share photos of his sneaky entries via the #sportsbetcollar hashtag, joining the gallery of men who get in anywhere.

The collars sold out in 6 hours, with over 15,000 Australians becoming men who get in anywhere.

Sportsbet fans shared photos and videos online resulting in a reach of 800,000 people.

The Sportsbet Facebook page has now reached over 400,000 fans.

Sportsbet is one of the most popular betting companies during the cricket season in Australia.