Northstar Bets Brings a New Era of Betting to Sports Fans and Swifties

Leo Burnett Canada and NorthStar Bets are tapping into the cultural relevance of the highly anticipated Eras Tour in Toronto, increasing fan engagement and expanding the audience of the online gaming platform.

The tour has sparked a global phenomenon known as 'Swiftball,' where fans make fantasy football-esque predictions about everything from the singer’s wardrobe choices to surprise guest appearances. 

Recognising the opportunity to enhance fan engagement, NorthStar Bets partnered with Leo Burnett Canada to introduce a unique platform for fans to place real-money bets on their Swiftball predictions, taking the concert experience to new heights.

For the four days leading up to the Toronto show, fans flocked to the NorthStar Bets app to wager on every element of the concert, allowing even those without tickets to take part in the thrilling, pop-culture extravaganza. This initiative deepened fan involvement and expanded NorthStar Bets' outreach to a wider audience, blending the worlds of betting and music fandom.

The success of the campaign was measured through key metrics such as app downloads, website traffic spikes, and the volume of bets placed on this era-defining event. Leveraging social media, CRM strategies, and a strategic partnership with the Toronto Star, the collaboration between Leo Burnett Canada and NorthStar Bets generated significant excitement and engagement. Early numbers demonstrate strong campaign results compared to previous activities in the TV & Novelty category, showcasing the effectiveness of the strategies employed.

Kohl Forsberg, ECD at Leo Burnett Canada shared, "Our goal was to elevate fan engagement and create an unforgettable experience for the tour's grand finale. Teaming up with NorthStar Bets allowed us to infuse a fresh and dynamic energy into the concert, strengthening the bond between fans and the music they love."

Similarly, Dante Anderson, VP of marketing at NorthStar Bets stated, "our aim with this initiative was to expand our reach beyond the conventional sports and casino audience. Teaming up with Leo Burnett Canada allowed us to engage with her passionate fanbase and develop an interactive platform that appealed to music aficionados and betting enthusiasts alike”