The through-the-line activity, devised by Poulter Partners and named "Football Fever", features in more than 1,500 William Hill betting shops nationally. It is being supported by online banners, viral ads, direct mail and national press advertising.
The promotions targeting betting punters include free World Cup betting guides and a fantasy football competition that can be played online.
A range of in-store support material has been designed to incorporate the "Football Fever identity.
A staff incentive scheme has also been running to motivate employees during the tournament and maximise football betting revenue. The scheme is live in 1,530 William Hill outlets, with each having set targets every week. Shops receive yellow cards for not hitting targets and can play a joker on one day to make the football revenue count double.
"The beauty of the campaign is the integration of it, said William Hill retail marketing manager Andy Warner. "We've covered every angle, from keeping our staff well informed and incentivising them to offering customers a range of opportunities to bet on the World Cup."
- Supercook is pushing its range of football-themed cake and cookie decorations at Sainsbury's with a money-off promotion, implemented by Poulter Partners.
In-store activity takes the form of a promotional leaflet appearing on fixtures for Sainsbury's Magazine, readers of which receive a 30p money-off coupon against Supercook's football range.
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