Services: Strategy, Branding, Content Creation, Social
When FOX Sports became the first major media company to put its brand on a sports betting product in 2019, 10Ten Media was hired to create and develop a visual identity that would be distinctly and unmistakably FOX Bet.
1. Strategy
Embracing the definition of brand as a set of expectations, memories, stories and relationships that account for a consumer’s decision to choose one product or service over another, 10Ten’s primary goal was to differentiate FOX Bet in a burgeoning sports betting market.
2. Design
Because effective branding goes far beyond just a logo, it was imperative that FOX Bet was visually represented in everything associated with it. 10Ten developed a consistent look to help create a familiarity in the marketplace so that FOX Bet messaging would be recognizable everywhere it was consumed.
3. Content
10Ten Media’s deep understanding of the sports betting market is a result of more than a decade of creating betting-related content for such media outlets as Daily Racing Form, StatFox and the launch of Sports Illustrated’s gambling vertical. FOX Bet content was developed to allow the brand to connect with like-minded members of the gambling community by speaking the language in a tone and voice with those who have a desire to engage with it.
Video Retargeting
10Ten develops videos up to three minutes in length in an effort to capitalize on Facebook’s retargeting features. Any time a user sees at least three seconds of one of these custom videos, Facebook puts them into a retargeting custom audience that FOX Bet is able to retarget again and again.
Talent-driven Marketing
One of FOX Bet’s primary points of differentiation is its standing as the only place to get sports betting advice from such on-air personalities as Rachel Bonnetta, Nick Wright, Cousin Sal, Colin Cowherd, Clay Travis and Charissa Thompson. 10Ten creates captivating content to deliver the insightful picks and special incentives FOX Bet offers to follow those bets.
Mini Campaigns
FOX Bet’s primary goal for the series of mini-campaigns it tasked 10Ten Media with developing was to increase brand awareness. The holiday season campaign that ran over a two-week period starting on Dec. 17 generated an increase in impressions of 132% over the prior two weeks and an increase in video views of 273%.
Social Media Graphics
Understanding the power of visuals to grab attention and drive engagement on social media, 10Ten Media developed a suite of game-day matchup assets, including ones with motion graphics. Careful attention was paid to hierarchy, which provides order and helps users prioritize and comprehend information more quickly and accurately, ultimately enhancing communication.
NBA Style Guide
FOX Bet announced in November that it was joining forces with the Philadelphia 76ers, marking the first time an online sports betting brand had partnered with an NBA franchise. 10Ten Media created a living style guide to sit at the center of the development process for FOX Bet’s NBA-related content and marketing.
