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The bookmaker has launched “Wanna bet…” which aims to get fans to contribute thoughts on the game they are about to watch.

A key element of the push is the “Banter Booth” where fans are invited to voice their opinions. In return brand ambassadors will hand them free bets and football coupons for use in their local William Hill.

The campaign, which was created by Brahm, will be viewable both in William Hill stores and online.

The first activity was run at the recent Old Firm derby between Rangers and Celtic. The campaign will now roll out in Scotland through the 2008/09 season.