VIME was engaged by bet365 to promote the bet365 US Darts Masters at the Hulu Theatre, Madison Square Garden New York. We worked alongside bet365, The Professional Darts Council, Matchroom, and Madison Square Garden to promote the first collaboration between bet365 and the US Darts Masters. VIME developed a press kit for bet365 containing all relevant information journalists could be looking for when learning about the US Darts Series. The press kit was shared widely with the media to ensure bet365 stays top-of-mind when journalists are covering betting and iGaming news. We focused on three pitch angles to achieve engagement from the media:

• First Major US Darts event
• The “unique” atmosphere created by darts fans
• Fallon Sherrock – the leading female contestant

After auditing the NJ/NY influencer landscape, VIME recommended partnering with @NewYorkNico on this activation. His reach, demographics as well as unique POV speak to the culture of the Tri-State Area. Over the weekend of the event @NewYorkNico posted 10 pieces of content including static video posts and live stories. VIME also reported on the overwhelmingly positive sentiment of the user-engagement with the content

Key Numbers:

A target for the campaign was to secure state of New Jersey specific coverage. The local “impact” of the coverage was a major KPI and an important metric for the success of the campaign.

Our PR team reached out directly to 100’s of local journalists and publications.

Each contact was tailored to the specific journalist, the tone and narrative of the publication and made sure to promote the most appealing aspects of the upcoming event.

Significant coverage was secured with local news outlets as well as multiple interviews with local journalists, both on-site and at hosted pre-event media days.

PR secured coverage in multiple national news outlets securing significant coverage and visibility for the event and sponsors.

VIME co-hosted a pre-event media day with journalists from all over the USA attending.

This experience gave journalists the opportunity to understand the story and profiles of the sports stars, as well as appreciate the atmosphere and excitement in the lead up to the event.