Our Work

Bills Tailgate

Challenge

Australia’s largest wagering operator, TAB, is the country’s official wagering partner of the National Football League (NFL). With growing demand for US sports Down Under, the market-leading sports betting brand has successfully positioned itself as the home of US sports. TAB engaged BOC to reinforce that connection between their brand and the NFL through some US-based content.


Concept

Tailgating prior to an NFL game is as American as apple pie, but it’s not common in Australia. When it comes to tailgates, none are more iconic than those in Buffalo, especially on a bitterly cold Monday night in December before a game against arch rival New England!

In order to share this unique American tradition with TAB’s Aussie audience, BOC engaged former Bills Center and Pro Bowler Eric Wood to host a behind-the-ropes experience.


Results

BOC produced dozens of short-form videos on-location in the hours before the game that were utilized across TAB’s social channels live and in the moment. In addition to wagering focused picks, plays and updates from Eric, the team produced a series of interviews with both Buffalo and Patriots fans, as well as former Buffalo players and personalities.

In the weeks following, BOC also produced four additional longer form videos for TAB to utilize in the run towards the playoffs.

TAB reported exceptional reach and engagement throughout the campaign, which achieved the objective of strengthening TAB’s position as the home of US sports in Australia.