CMC ‘The Gainline’
Our client CMC Markets – a financial spread betting firm – was keen to get into the rugby space so we leveraged our connection with Leo Cullen, then captain of Leinster, to create a blog entitled ‘The Gainline’ featuring Leo and two of his team-mates, Eoin Reddan and Kevin McLaughlin, all of whom were part-time spread betters. Having set up the three players with a CMC account, they provided regular blogs on how their trades were doing – a light tone, nothing too technical – along with a smattering of rugby talk. We partnered with The Irish Times to host the blog, with marketing support in the shape of TV, bus-back, radio and outdoor ads. The blog drew the attention of the Irish Times and Tatler magazines, received numerous mentions from other bloggers and commentators, and attracted more than 11,500 page impressions – not bad considering the niche spread betting market.