Industry
Sports & Entertainment
Campaign approach
MyBookie's Meta campaign combined traditional promotional creative with sports content produced through its partnership with The Next Round. Instead of asking every ad to sell, the campaign gave different creative different jobs: TNR content was built to capture attention through timely sports conversations, while promotional graphics delivered clear brand messages, offers and calls to action.
Results
The result was a Meta campaign that generated 213,494 impressions, 10,496 clicks and a 4.92% overall click-through rate. Most importantly, the campaign demonstrated the performance potential of combining content people want to consume with advertising designed to drive action.
TNR capabilities
Content Production
We are getting a ton of traffic from your Facebook!
About MyBookie
MyBookie is an online sportsbook and casino platform offering sports betting, live odds, and gaming experiences tailored to fans who want a straightforward, easy‑to‑use wagering destination. Known for its broad range of betting markets, frequent promotions, and a strong presence across sports media, MyBookie focuses on delivering a simple, accessible product for casual and dedicated bettors alike.
MYBOOKIE × THE NEXT ROUND
Digital advertising has an attention problem. Performance marketing naturally focuses on action: click, buy, book, call, register or redeem. Those messages are essential. But when every creative asks the consumer to take an action, the campaign depends heavily on reaching someone at exactly the moment they are ready to respond.
Performance marketing naturally focuses on action: click, buy, book, call, register or redeem. Those messages are essential. But when every creative asks the consumer to take an action, the campaign depends heavily on reaching someone at exactly the moment they are ready to respond. The missing piece is often attention. When every ad asks for something, every ad has to fight for attention.
Brands understand that valuable content can build awareness and keep them top of mind, but producing content consistently requires time, talent, expertise and—especially when entertainment is involved—an audience people already trust.
MyBookie's partnership with The Next Round created an opportunity to approach digital differently.
| Traditional Digital Campaign | The TNR Content Mix |
| 100% Promotion | Attention + Action |
| BUY NOW • SAVE TODAY • CALL NOW • SPECIAL OFFER • SHOP NOW | SPORTS CLIP • OFFER • SPORTS CLIP • BRAND • CTA |
| The consumer learns to recognize the pattern before they ever process the message. | Not less advertising. Better context for the advertising. |
THE STRATEGY: ATTENTION-TO-ACTION
ENTERTAIN + INFORM→STOP THE SCROLL → CREATE ENGAGEMENT→ DELIVER THE OFFER → DRIVE ACTION
We gave content and advertising different jobs. The campaign paired two distinct creative types within Meta.
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Content creative used clips from The Next Round's sports programming, including a recurring segments featuring nationally recognized college football analysts. The clips focused on conversations sports fans were already interested in—playoff scenarios, major teams, coaching storylines and upcoming games.
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Promotional creative communicated MyBookie's offers, products, branding and direct calls to action. Together, the creative mix allowed the campaign to work across the customer journey.
Content creates the reason to pay attention. Advertising creates the reason to act.
THE TNR DIFFERENCE
The advertiser didn't have to become a content company. The Next Round already had the personalities, production capabilities, subject-matter expertise and audience relationship required to create conversations sports fans wanted to hear.
That content could then become more than sponsorship inventory. It became advertising creative—allowing the same marketing investment to work across multiple channels and stages of the funnel.
THE RESULTS
THE CONTENT DIDN'T JUST GET ATTENTION. IT GOT CLICKS.
The difference between the creative types was dramatic. Across the 90-day campaign, Meta delivered:
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213,494 impressions
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10,496 clicks
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4.92% overall CTR
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48,714 Meta post engagements.
But creative-level performance revealed the larger story. Three clearly identified promotional graphics generated a combined 113,120 impressions and 894 clicks, producing a 0.79% CTR.
Three documented content clips generated 14,088 impressions and 1,157 clicks, producing an 8.21% CTR. The TNR content generated a click-through rate approximately 10.4× higher than the traditional promotional creative.
Even more telling, the two highest-performing creatives in the campaign report were additional TNR content assets, recording individual CTRs of 14.86% and 13.33%.
The lesson wasn't that promotional creative should disappear. It was that promotional creative became part of a larger content ecosystem instead of being asked to carry the entire campaign.