big ticket
giveaway game
Across the 24/25 season, bet365 gave away more than 3,000 Champions League tickets to fans — the biggest ticket drop the competition has ever seen. That was built from activity across multiple channels; my part was building the identity and brand elements for one piece of that campaign: the Big Ticket Giveaway.
It had to be true to bet365 but with a playful twist. That identity carried the physical structure and the playable game screens as it toured major football moments across Europe, Tower Bridge and Kings Cross in London, then Munich for the Champions League Final itself, plus a variant of the game in Brazil, giving fans on the street a shot at winning tickets on the spot.
bet365
big ticket quizaway
The final chapter was a different ball game. At BOXPARK Wembley we ran the first-ever
Big Ticket Quizaway, a closed event for partners, basically a pub quiz on steroids. Being closed-door meant we could lean further into UEFA's world than the public activation allowed. Working alongside PR agency Hatch, we took over the whole venue, banners, stage graphics, screens, in-game assets, even a branded Fooseball table, all built out from the identity we'd already established.
The night closed with a live Big Ticket Giveaway final. The winning team walked away with four tickets to the Champions League Final in Budapest.