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Betmaker

Challenge

Betmaker, one of the Internet’s oldest and most trusted online sportsbooks, came to RLM with a problem: younger and flashier sites were getting all of the media attention and attracting a whole new generation of online gamblers. Betmaker needed a brand overhaul to stand out in a congested market and attract new customers while retaining its long-time and loyal users.

Tactics

RLM’s media strategy attacked consumer, trade and online press. To establish serious buzz for Betmaker, RLM identified the most interesting lifestyle and business trends—among them the legality of offshore gambling, which was quickly developing into a complex and widely-reported story. RLM immediately undertook a source filing campaign to make Betmaker’s spokespeople top-of-mind with press. As a result, Betmaker’s spokespeople were quoted in stories everywhere—and their key messages repeatedly delivered—as the story developed.

RLM also used the fear of automated poker bots and online poker sharks to Betmaker’s advantage. While competing companies hid from these problems, RLM created a branded educational program, with Betmaker spokespeople as educators, alerting the public on how to avoid such dangers. As part of this successful campaign, RLM distributed Betmaker playing cards that contained an instructional card: “How to Spot an Online Poker Shark.”

Never ones to miss an opportunity to place our clients in the middle of popular culture, RLM maximized celebrities’ and athletes’ public shenanigans and created a series of proposition bets (props) on Betmaker’s behalf. Kate Moss’ drug habit…the sex of TomKat’s baby…Terrell Owens’ next career (cast member of Desperate Housewives, perhaps?)…controversial developments on TV’s most popular series (Who was the Carver on Nip/Tuck? Who would be killed off on 24?)…they all provided ample fodder for newsworthy props.

As the popularity of these props developed into a trend of their own, RLM again placed Betmaker out front by offering spokespeople to discuss this phenomenon and how it helped their business.

Results

In less than five months, RLM secured on-message placements in national newspapers, on- and off-line magazines and broadcast outlets. Betmaker coverage included: