Ad agency Bartle Bogle Hegarty, which recently invested in social gaming via a new venture (Chuck Studios) in Asia, has agreed to provide marketing, strategy and services for U.K. sports companion web app startup, Squawka – investing, in its own words, a “significant” amount to become a shareholder in the business.
The deal will give Squawka access to BBH’s offices globally, while Zag — BBH’s ventures division — will help with marketing, strategy and business operations. Further terms were not disclosed (here’s the write-up on Squawka’s blog).
Squawka only launched in public beta back in June, offering itself as a companion to the Euro 2012 soccer tournament. The web app allows users to compare teams and players and actions in real-time, generating a live Player Performance Score which can be used to compare the performance of teams and players — something that has obvious appeal to the in-play betting market.
Currently Squawka offers real-time data visualisation for the English Premier League, La Liga, the Bundesliga, Ligue 1 and Serie A seasons.
Since its launch it’s attracted advertising from the likes of Domino’s, Gillette and Paddy Power. It also provides stats and real-time data for the recently announced Gillette Football Club — a partnership between Google and Proctor & Gamble for a dedicated football channel on YouTube.
Squawka is a web based second screen platform for viewers of live televised sport that provides consumers with both real time statistics on the matches/players they are watching alongside social chat, allowing interaction with others while expressing feelings and informed opinion on the game. After extensive analysis of over 200 matches, Squawka has developed its own unique player performance index, which analyses over 2,500,000 on-ball actions in real time to display the performance of each player. Since launching...
Zag invents and launches new brands with like-minded partners and advises investors of the value of brands. We begin all of our work by identifying Brand Lag. This is where levels of consumer activity outpace levels of brand activity. Zag is a the brand invention arm of Bartle Bogle Hegarty advertising agency with offices in London and New York. We offer brand-based due dilligence and post-deal services to investors, private equity companies and corporate finance houses.
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