Alongside a global TV campaign for the Euro 2016 football championships, we simultaneously launched a multi-episode branded content series featuring some serious sporting talent. Designed to bust various sporting myths and further embed Unibet’s unique ‘Luck Is No Coincidence’ stance, the series armed bettors with superior insights and dovetailed perfectly with the ongoing football tournament. The series delivered more than 16 million views and a staggering ROI of more than £18 to every £1 spent, helping generate £7 million of earned media. It has also picked up some gongs along the way, notably ‘Grand Prix’ at the heralded DMA awards. Series 2 has already been commissioned.