Executive Summary
This was a campaign that smashed its way through the wall of traditional bookies' PR tactics during World Cup 2018, creating hilarity, social shares and driving a massive share of voice for 888sport.
Rapper to Reporter was a response to 888sport's brief: to be different from anything in the market.
Rather than Michael Owen, John Barnes and Ian Wright trotting out football cliches, we selected a new kind of 'rapper-reporter' to connect with a changing audience: in the shape of the inimitable grime MC, Big Narstie.
A seven-part content series moved the dial for 888sport and was cited...