FIFA World Cup Qatar 2022 / WINBET Bulgaria

And then came the time for the FIFA World Cup in Qatar — a media-heavy and competitive period packed with football-themed communication. Despite the noise, WINBET’s campaign managed to stand out. The video series not only made people laugh but also moved them emotionally — and that’s exactly why they worked. Their authenticity and emotional depth made them memorable.

Beyond television, we launched a robust digital communication strategy aimed at differentiating the brand and driving gradual, sustainable conversion — without using direct calls to betting or play.

The communication centered around fun, football, emotion, and friendship — not gambling.

Key Digital Campaign Highlights

1. #GAMEONWINBET – Influencer Giveaway Campaign

One week before the championship, we launched a major giveaway featuring Bulgarian football legend Hristo Stoichkov, offering 4 tickets to the UEFA Champions League Final in Istanbul.

Format:

• Social media post + video for the giveaway

• Paid campaigns and influencer amplification:

  • Key faces: Hristo Stoichkov, Dimitar Rachkov

  • Over 20 carefully selected influencers

Challenge:
Executing a campaign in the midst of World Cup noise, especially in the highly saturated betting sector.

2. Influencer Marketing Strategy

20 influencers followed a structured content plan including:

• Native content in Stories and Posts

• Branded video and visuals produced with their direct involvement

• Pre- and post-match emotions: predictions, questions, reactions, surprises

• Live moments: watching games with friends, real-time commentary

Results:

• A massive volume of content reaching hundreds of thousands of users

• High engagement: impressions, shares, comments, and traffic to WINBET’s website

• All content felt live, emotional, and authentic