The campaign, brokered by All Response Media, will see ads placed across both sides of taxis in four UK cities.
The interiors of the cabs will also include tip-up seats and passengers will be given branded 888.com receipts.
The branded taxis will be on the road in central London, Manchester, Liverpool and Birmingham. In addition “ambassador drivers” who are dedicated 888.com players will drive certain taxis while the tip-up seats encourage passengers to ask drivers about the website.
The creative for the campaign, which is part of a multi-media drive, was carried out by CHI and carries the message “Enjoy the Game”.
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