Playbook Brand · Content · Campaigns
Campaign briefs
Each brief includes a theme, day-by-day schedule, channel specifications, and ready-to-use copy. Choose a campaign and adapt it to your brand and calendar.
29 min read · CC0 public domain
Nine ready-to-run campaigns. Each brief includes a theme, day-by-day schedule, channel specs, and references to copy in myth-busting.md and templates in collateral/render/. Campaigns 1–7 are evergreen; Campaigns 8–9 are seasonal and anchor to calendar moments.
How to use this file: Pick a campaign, customize the copy for your brand (replace
{{PROGRAM_NAME}}and1-800-522-4700), produce the assets using the referenced templates, and schedule according to the calendar. Adjust timing to fit your content calendar – the sequence matters more than the exact days.
Campaign index
| # | Campaign | Duration | Myths used | Primary channel | Best for |
|---|---|---|---|---|---|
| 1 | Slots Myths Week | 2 weeks | 1–6 | Social + blog | Casino operators, slots-heavy platforms |
| 2 | Beat the House? Table Game Truths | 10 days | 7–10 | Social + email | Casino operators, table game audiences |
| 3 | Sports Betting Reality Check | 2 weeks | 11–14 | Social + blog | Sportsbooks, multi-vertical operators |
| 4 | Luck, Numbers & Lotteries | 1 week | 3, 10, 15, 16 | Social + in-app | Lottery operators, casual gaming |
| 5 | The Money Myths | 10 days | 6, 12, 17, 18 | Email + social | All operators, responsible play teams |
| 6 | Game IQ Challenge | 1 week | All | Social + interactive | All operators, engagement-focused |
| 7 | Know Your Game | 2 weeks | How to Play guides | Social + blog + email | All operators, game education |
| 8 | The Big Game, By the Numbers | 1 week (seasonal) | 11, 12, 13, 14 | Social + in-app | Sportsbooks, championship week |
| 9 | New Year, Same Math | 1 week (seasonal) | 17, 18 | Social + email | All operators, year-end / January |
Campaign 1: Slots Myths Week
Theme: Debunking the six most common slot machine misconceptions. Tagline: “Your slot machine has the emotional range of a toaster.” Duration: 2 weeks (10 posts across channels) Pillar: Open Audience: Slots players, casino app users, general casino audience Myths used: 1 (Hot Streak), 2 (Due for a Win), 3 (Lucky Machine), 4 (Near Misses), 5 (Time of Day), 6 (Higher Bets)
Schedule
| Day | Channel | Content type | Myth # | Copy source | Asset format | Template reference |
|---|---|---|---|---|---|---|
| Mon 1 | Instagram / Facebook | Myth card | 1 | myth-busting.md → Myth 1 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Tue 1 | Blog / help center | Article | 1 | myth-busting.md → Myth 1 → Article explainer | Long-form web | – |
| Wed 1 | Instagram / Facebook | Myth card | 2 | myth-busting.md → Myth 2 → Social card | 1080 x 1080 | collateral/render/card-1b format |
| Fri 1 | Instagram Stories | Story card | 1+2 | Combined stat highlights from Myths 1 & 2 | 1080 x 1920 | collateral/render/story-3a format |
| Mon 2 | Instagram / Facebook | Myth card | 3 | myth-busting.md → Myth 3 → Social card | 1080 x 1080 | collateral/render/card-1c format |
| Tue 2 | Blog / help center | Article | 3+4 | Combine Myths 3 & 4 into one article: “Your Lucky Machine and the Near-Miss Trap” | Long-form web | – |
| Wed 2 | Instagram / Facebook | Myth card | 4 | myth-busting.md → Myth 4 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Thu 2 | Instagram / Facebook | Myth card | 5 | myth-busting.md → Myth 5 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Fri 2 | Instagram / Facebook | Myth card | 6 | myth-busting.md → Myth 6 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Sat 2 | All social | Quiz CTA | 1–6 | “Think you know how slots actually work? Take the quiz.” + link | 1080 x 1080 | collateral/render/poster-4c format |
Suggested captions
Myth 1 post: “You’re on a hot streak. The machine is not. Every spin is independent – your brain sees patterns, the math doesn’t. #KnowYourGame”
Myth 2 post: “This machine hasn’t paid in hours. It’s NOT due. Each spin starts from scratch. #NoFinePrint”
Myth 3 post: “Your ‘lucky machine’ doesn’t know you. It has the emotional range of a toaster. #KnowYourGame”
Myth 4 post: “Two cherries and a blank isn’t ‘almost winning.’ The result was decided before the reels even moved. #NoFinePrint”
Myth 5 post: “Slots don’t pay more at night. Payout is set in software and regulated. Time of day is irrelevant. #KnowYourGame”
Myth 6 post: “Bigger bets = bigger swings. Not better odds. The house edge is a percentage – it doesn’t care about your bet size. #NoFinePrint”
Quiz CTA post: “You just read 6 slot myths. How many did you already know? Take the Game IQ quiz and find out. Link in bio.”
Email option
Send as a mid-campaign digest on Day 5 or 8:
Subject: The 6 things your slot machine wants you to know (just kidding – it doesn’t care)
Preview text: Every spin is independent. Here’s what that actually means.
Body structure: - Hero: Myth 1 social card image - 3 myth/fact pairs (Myths 1, 2, 3 – short versions) - CTA: “See all 6 myths” → links to blog article - Footer: “Test your game IQ” → quiz link
KPIs
- Social engagement rate (target: 2x baseline for educational content)
- Blog article read-through rate
- Quiz completions from campaign CTAs
- Share/save rate on myth cards
Campaign 2: Beat the House? Table Game Truths
Theme: Busting the most persistent table game strategies and superstitions. Tagline: “The dealer follows a script. Literally – it’s printed on the felt.” Duration: 10 days (8 posts) Pillar: Open Audience: Blackjack and roulette players, casino regulars Myths used: 7 (Betting Systems), 8 (Hot Dealer), 9 (Card Counting), 10 (Lucky Numbers)
Schedule
| Day | Channel | Content type | Myth # | Copy source | Asset format | Template reference |
|---|---|---|---|---|---|---|
| Mon 1 | Instagram / Facebook | Myth card | 7 | myth-busting.md → Myth 7 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Wed 1 | Blog / help center | Article | 7 | myth-busting.md → Myth 7 → Article explainer. Expand with Martingale math table. | Long-form web | – |
| Thu 1 | Instagram / Facebook | Myth card | 8 | myth-busting.md → Myth 8 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Mon 2 | Instagram / Facebook | Myth card | 9 | myth-busting.md → Myth 9 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Tue 2 | Blog / help center | Article | 9 | myth-busting.md → Myth 9 → Article. Title: “Card Counting: What the Movies Got Wrong” | Long-form web | – |
| Wed 2 | Instagram Stories | Infographic | – | House edge comparison: Blackjack 0.5% vs. Roulette 2.7%/5.26% vs. Baccarat 1.06% | 1080 x 1920 | collateral/render/story-3b format |
| Thu 2 | Instagram / Facebook | Myth card | 10 | myth-busting.md → Myth 10 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Fri 2 | All social | Quiz CTA | 7–10 | “How well do you know the real odds at the table? Take the quiz.” | 1080 x 1080 | collateral/render/poster-4c format |
Suggested captions
Myth 7 post: “The Martingale system: double your bet after every loss and you’ll always win. Except when table limits exist. And bankrolls are finite. And math is math. #KnowYourGame”
Myth 8 post: “Switch tables – that dealer is too hot.’ The dealer follows mandatory rules with zero discretion. A ‘hot dealer’ is just variance with a face. #NoFinePrint”
Myth 9 post: “Card counting: real math, terrible movie premise. A skilled counter’s edge is 0.5–1.5%. That’s thousands of hands for pocket change. #KnowYourGame”
Myth 10 post: “Number 17 is not your lucky number. It’s a number. On a wheel. With 36 others. All equally likely. #NoFinePrint”
Email option
Subject: Your Martingale system called. It has some bad news.
Preview text: Betting systems, hot dealers, and other table game myths – debunked.
Body structure: - Hero: Myth 7 card image (Martingale escalation visual) - Myth 7 + Myth 8 as short myth/fact pairs - House edge comparison infographic - CTA: “Read the full breakdown” → blog - CTA: “Take the table games quiz” → quiz
KPIs
- Social engagement rate on myth cards
- Blog read-through (especially Martingale article – expect high interest)
- Quiz completion rate
- House edge infographic saves/shares
Campaign 3: Sports Betting Reality Check
Theme: What sports knowledge does and doesn’t give you as a bettor. Tagline: “You know the sport. The sportsbook knows the math.” Duration: 2 weeks (10 posts). Best timed around a major sporting event or season opener. Pillar: Open + Social Audience: Sports bettors, fantasy sports players, casual punters Myths used: 11 (Knowledge = Winning), 12 (Parlays), 13 (Tipsters), 14 (In-Play Edge)
Schedule
| Day | Channel | Content type | Myth # | Copy source | Asset format | Template reference |
|---|---|---|---|---|---|---|
| Mon 1 | Instagram / Twitter | Myth card | 11 | myth-busting.md → Myth 11 → Social card | 1080 x 1080 | collateral/render/card-2b format |
| Wed 1 | Blog / help center | Article | 11 | Title: “You Know the Sport. Here’s Why That Isn’t Enough.” | Long-form web | – |
| Thu 1 | Instagram Stories | Poll | – | “What win rate do you think you need on -110 bets to break even? A) 50% B) 52.4% C) 55%” | 1080 x 1920 | Story poll native |
| Fri 1 | Instagram / Twitter | Myth card | 12 | myth-busting.md → Myth 12 → Social card | 1080 x 1080 | collateral/render/card-2c format |
| Mon 2 | Instagram / Twitter | Myth card | 13 | myth-busting.md → Myth 13 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Tue 2 | Blog / help center | Article | 13 | Title: “Why Your Favourite Tipster’s Record Doesn’t Mean What You Think” | Long-form web | – |
| Wed 2 | Instagram Stories | Infographic | – | Parlay math: how the vig compounds per leg. Visual escalation. | 1080 x 1920 | collateral/render/story-3c format |
| Thu 2 | Instagram / Twitter | Myth card | 14 | myth-busting.md → Myth 14 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Fri 2 | Twitter / Instagram | Carousel | 11–14 | “4 sports betting myths in 4 slides” – one myth/fact per slide | 1080 x 1080 carousel | Adapt card-1a format x4 |
| Sat 2 | All social | Quiz CTA | 11–14 | “Think you can beat the book? Test your sports betting IQ.” | 1080 x 1080 | collateral/render/poster-4c format |
Suggested captions
Myth 11 post: “You’ve watched every game this season. The sportsbook’s algorithms have watched every game ever. And they set the line before you saw it. #KnowYourGame”
Myth 12 post: “A 4-leg parlay: 6.25% chance of hitting, ~20% house edge. The payout looks big because the odds are tiny. #NoFinePrint”
Myth 13 post: “This tipster is 8 for 10 this week! Cool. With 10,000 tipsters posting, someone’s always on a streak right now. That’s not skill – it’s statistics. #KnowYourGame”
Myth 14 post: “You saw the momentum shift. The algorithm saw it 3 seconds ago and moved the line. In-play is exciting. It’s not an edge. #NoFinePrint”
Email option
Subject: You know the sport. The sportsbook knows the math.
Preview text: 4 things every sports bettor should understand about how odds actually work.
Body structure: - Hero: “52.4%” stat graphic - Myth 11 + Myth 12 as myth/fact pairs - Parlay math infographic - CTA: “Take the sports betting quiz” → quiz - CTA: “Share this with someone who has a ‘system’” → social share
Timing note
Best deployed during NFL/NBA/Premier League season openers, March Madness, World Cup, or Super Bowl week – when sports betting conversation peaks organically.
KPIs
- Social engagement rate (expect high on sports content)
- Poll participation (Stories)
- Quiz completions
- Share rate (sports bettors share competitive content)
Campaign 4: Luck, Numbers & Lotteries
Theme: How pattern-seeking brains misread random events. Tagline: “The ball doesn’t know it’s your birthday.” Duration: 1 week (6 posts) Pillar: Open Audience: Lottery players, casual casino audience, general public Myths used: 3 (Lucky Machine), 10 (Lucky Numbers), 15 (Numbers Due), 16 (More Tickets)
Schedule
| Day | Channel | Content type | Myth # | Copy source | Asset format | Template reference |
|---|---|---|---|---|---|---|
| Mon | Instagram / Facebook | Myth card | 15 | myth-busting.md → Myth 15 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Tue | Instagram Stories | Poll | – | “Number 42 hasn’t appeared in 6 months. Is it more likely next draw? Yes / No / Depends” | 1080 x 1920 | Story poll native |
| Wed | Instagram / Facebook | Myth card | 10 | myth-busting.md → Myth 10 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Thu | Blog / help center | Article | 15+10 | Combined: “Your Lucky Numbers Aren’t Lucky – Here’s Why Your Brain Thinks They Are” | Long-form web | – |
| Fri | Instagram / Facebook | Myth card | 16 | myth-busting.md → Myth 16 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Sat | All social | Quiz CTA | 3, 10, 15, 16 | “How much do you really know about luck and randomness? Take the quiz.” | 1080 x 1080 | collateral/render/poster-4c format |
Suggested captions
Myth 15 post: “Number 23 hasn’t come up in months. It’s overdue, right? Wrong. Lottery balls don’t keep track. Every draw starts from scratch. #KnowYourGame”
Myth 10 post: “Your lucky number has a 1-in-37 chance. So does every other number. The roulette ball doesn’t know it’s your birthday. #NoFinePrint”
Myth 16 post: “10 lottery tickets = 10x the chance? Sure. 10 x almost-zero = still almost-zero. You went from 0.000007% to 0.00007%. #KnowYourGame”
Email option
Subject: The ball doesn’t know it’s your birthday
Preview text: Why your lucky numbers, lucky machines, and lucky feelings aren’t actually lucky.
Body: 3 myth/fact pairs (15, 10, 16) + “The science of pattern-seeking” sidebar + quiz CTA
KPIs
- Poll participation rate
- Article read-through
- Quiz completions
- Social saves (lottery content has high save rates)
Campaign 5: The Money Myths
Theme: Misconceptions about betting strategy, budgets, and “winning it back.” Tagline: “The house edge doesn’t care about your strategy.” Duration: 10 days (8 posts) Pillar: Open Audience: All players, especially those who view gambling as a potential income source Myths used: 6 (Higher Bets), 12 (Parlays), 17 (Chasing Losses), 18 (Gambling as Income) Tone note: This campaign covers the most financially consequential myths. Tone stays confident and factual (Playbook voice) – never preachy or alarming. The goal is clarity, not finger-wagging.
Schedule
| Day | Channel | Content type | Myth # | Copy source | Asset format | Template reference |
|---|---|---|---|---|---|---|
| Mon 1 | Instagram / Facebook | Myth card | 18 | myth-busting.md → Myth 18 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Wed 1 | Blog / help center | Article | 18 | Title: “Gambling Is Entertainment. Here’s What That Actually Means.” | Long-form web | – |
| Thu 1 | Instagram / Facebook | Myth card | 17 | myth-busting.md → Myth 17 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Fri 1 | Instagram Stories | Infographic | – | “What does the house edge cost you?” Visual: $100 wagered per game type → expected loss | 1080 x 1920 | collateral/render/story-3b format |
| Mon 2 | Instagram / Facebook | Myth card | 6 | myth-busting.md → Myth 6 → Social card | 1080 x 1080 | collateral/render/card-1a format |
| Wed 2 | Instagram / Facebook | Myth card | 12 | myth-busting.md → Myth 12 → Social card | 1080 x 1080 | collateral/render/card-2c format |
| Thu 2 | Blog / help center | Article | 17 | Title: “Chasing Losses: The Most Expensive Habit in Gambling” | Long-form web | – |
| Fri 2 | All social | Tool promotion | – | “Know your budget before you play. Set a deposit limit in 10 seconds.” + feature CTA | 1080 x 1080 | Adapt card-2a format |
Suggested captions
Myth 18 post: “Can you make a living from gambling? A tiny number of people do. They treat it like a job with spreadsheets, bankroll rules, and bad weeks. For 99%+ of players, gambling is entertainment – with a cost. That’s fine. Just know which one you are. #KnowYourGame”
Myth 17 post: “Down $200? Chasing it means making more bets at a mathematical disadvantage. On average, that digs the hole deeper. Set your limit before you play. #NoFinePrint”
Myth 6 post: “Betting max doesn’t unlock better odds. A 5% house edge takes 5 cents per dollar whether you bet $1 or $100. Bigger bets = louder volume, not better math. #KnowYourGame”
Tool promotion post: “Your entertainment budget is yours to set. Deposit limits take 10 seconds. It’s like a seatbelt for your bankroll – set it once and forget it. Link in bio.”
Email option
Subject: What does the house edge actually cost you?
Preview text: We did the math. Here’s what $100 wagered looks like across 6 games.
Body: - Hero: House edge cost infographic - Myth 18 + Myth 17 as myth/fact pairs - “Set your entertainment budget” tool promotion - CTA: “Set your deposit limit” → feature link - CTA: “See how it works” → odds explainer
Tone guidance
This is the campaign where it’s easiest to slip into preachiness. Check every piece of copy against the brand voice:
- Do: “Here’s the math. Now you know.” (Playbook voice)
- Don’t: “Please be careful with your money.” (compliance voice)
- Do: “Set your limit before you play – it’s a power move.” (support voice)
- Don’t: “Problem gambling can lead to financial hardship.” (public health voice)
KPIs
- Feature adoption: deposit limit setup rate from campaign CTAs
- Social engagement (expect high comment volume – money topics generate discussion)
- Blog read-through on chasing losses article
- Email click-through to limit-setting feature
Campaign 6: Game IQ Challenge
Theme: Social quiz campaign pulling from all myth categories. Focus on shareability and competition. Tagline: “Think you know the odds? Prove it.” Duration: 1 week (7 posts) Pillar: Social + Open Audience: All players, especially socially active and competitive segments Myths used: Best quiz questions from across all 18 myths
Schedule
| Day | Channel | Content type | Source | Asset format | Template reference |
|---|---|---|---|---|---|
| Mon | Instagram / Twitter | Teaser | “How well do you really know the odds? We’re about to find out. Game IQ quiz drops Wednesday.” | 1080 x 1080 | collateral/render/poster-4c format |
| Tue | Instagram Stories | 3-question poll series | Myth 1, 11, 15 quiz questions as Instagram polls. Reveal answer on next slide. | 1080 x 1920 | Story poll native |
| Wed | All channels | Quiz launch | “The Game IQ quiz is live. 10 questions. How sharp are you?” + quiz link | 1080 x 1080 | collateral/render/poster-4c format |
| Thu | Instagram / Twitter | Results tease | “The average score is 6/10. Think you can beat it? Link in bio.” | 1080 x 1080 | Adapt card-1a format |
| Fri | Instagram / Twitter | “Hardest question” | Post the question with the lowest correct-answer rate. “Only 23% got this right. Can you?” | 1080 x 1080 | Adapt card-1a format |
| Sat | All channels | Share prompt | “Challenge a friend. Share your score. Tag someone who thinks they have a ‘system.’” | 1080 x 1080 | Adapt card-1a format |
| Sun | Instagram Stories | Leaderboard / recap | Top scores, most-missed questions, fun stats. “This week, 4,200 people learned that near misses aren’t real.” | 1080 x 1920 | collateral/render/story-3a format |
Recommended quiz questions (10-question set)
Pull these from myth-busting.md quiz questions:
| # | Question (short) | From myth | Difficulty |
|---|---|---|---|
| 1 | “4 wins in a row on slots – what are the odds on spin 5?” | Myth 1 | Easy |
| 2 | “Slot hasn’t paid in 3 hours – what does that tell you?” | Myth 2 | Easy |
| 3 | “Near miss – two cherries and a blank. What does it mean?” | Myth 4 | Medium |
| 4 | “Do slots pay more at certain times?” | Myth 5 | Medium |
| 5 | “What happens to house edge if you increase your bet?” | Myth 6 | Medium |
| 6 | “What does the Martingale system actually do?” | Myth 7 | Medium |
| 7 | “Win rate needed on -110 bets to break even?” | Myth 11 | Hard |
| 8 | “Adding a 4th leg to your parlay – what happens to the edge?” | Myth 12 | Hard |
| 9 | “Tipster is 8/10 this week – what does that tell you?” | Myth 13 | Medium |
| 10 | “Over time, most gambling games are designed to...” | Myth 18 | Easy |
Score interpretation copy
| Score | Message |
|---|---|
| 9–10 | “You’re sharper than 95% of players. Share this with someone who needs it.” |
| 7–8 | “Solid. You know more than most. A few myths still had you – see which ones.” |
| 5–6 | “Not bad – but a few common myths caught you. Here’s what you missed.” |
| 3–4 | “Plenty to learn – and now you know it. That’s the point. Explore the facts.” |
| 0–2 | “You’ve got some catching up to do. Good news: every answer is explained below.” |
Suggested captions
Teaser: “10 questions. No trick answers. Just the math behind the games you play. Game IQ quiz drops Wednesday.”
Launch: “The Game IQ quiz is live. How well do you actually know the odds? 2 minutes, 10 questions. Link in bio.”
Results tease: “Average score so far: 6/10. Most missed question? What the Martingale system actually does. Think you know? Link in bio.”
Share prompt: “Share your score. Challenge your friends. Tag someone who thinks they’ve got a ‘system’ that beats the house.”
Email option
Subject: Think you know the odds? Prove it.
Preview text: 10 questions. 2 minutes. The Game IQ quiz is live.
Body: - Hero: Quiz card visual - 2 sample questions with answers hidden (“tap to reveal” or “take the full quiz to find out”) - CTA: “Take the Game IQ quiz” → quiz link - Social proof: “X players have taken the quiz this week” - Share CTA: “Challenge a friend”
KPIs
- Quiz completions (primary metric)
- Share rate from results screen
- Social mentions / tags
- Return visits to quiz (replay rate)
- Follow-on engagement with educational content
Campaign 7: Know Your Game
Theme: Game education – teach players how the games they love actually work.
Duration: 2 weeks
Source content: How to Play guides (slots, blackjack, roulette, sports betting)
Primary channels: Social cards, blog articles, email series
Audience: All player segments – particularly new-to-game and casual players
Concept
This campaign flips the script from myth-busting (“that’s not true”) to game education (“here’s how it actually works”). Instead of correcting misconceptions, it proactively teaches players the rules, bet types, and math behind their favorite games. The tone is empowering, not corrective – players finish feeling smarter, not scolded.
Each game gets 2–3 days of content. The campaign opens with a universal hook (“Do you know how your favorite game works?”), cycles through game-specific education, and closes with the odds comparison infographic as a capstone.
Schedule
| Day | Content | Channel | Source | Template |
|---|---|---|---|---|
| 1 | Launch: “Know Your Game – how much do you really know?” | Social + email | – | htp-odds-comparison |
| 2 | Slots: What RTP and volatility mean for your play | Social | slots.md §3–4 | htp-card-slots |
| 3 | Slots: The most common bet types explained | Blog | slots.md §5–6 | – |
| 4 | Slots quiz: 3 questions to test your knowledge | Social (poll/quiz) | slots.md §8 | – |
| 5 | Blackjack: Why basic strategy matters | Social | blackjack.md §3–4 | htp-card-blackjack |
| 6 | Blackjack: Every move explained – hit, stand, split, double | Blog | blackjack.md §5–6 | – |
| 7 | Blackjack quiz + weekend recap carousel | Social | blackjack.md §8 | – |
| 8 | Roulette: Inside bets vs. outside bets | Social | roulette.md §3–5 | htp-card-roulette |
| 9 | Roulette: The math behind the wheel (house edge deep dive) | Blog | roulette.md §4, §6 | – |
| 10 | Roulette quiz + mid-campaign email | Social + email | roulette.md §8 | – |
| 11 | Sports betting: How odds and vig work | Social | sports-betting.md §3–4 | htp-card-sports |
| 12 | Sports betting: Bet types from spreads to parlays | Blog | sports-betting.md §5–6 | – |
| 13 | Sports betting quiz | Social (poll/quiz) | sports-betting.md §8 | – |
| 14 | Capstone: Odds comparison across all 4 games + wrap-up email | Social + email | odds-at-a-glance.md | htp-odds-comparison |
Social card captions
Day 1 (Launch)
How much do you really know about the games you play? This week we’re breaking down the rules, the math, and the bets – game by game. Follow along. 🎓 #KnowYourGame
Day 2 (Slots – RTP)
Every slot machine has a Return to Player percentage. It’s not a promise – it’s a long-run average across millions of spins. Here’s what it means for your session. #KnowYourGame
Day 5 (Blackjack – Strategy)
Blackjack is the only casino game where your decisions change the math. Basic strategy cuts the house edge to under 1%. Here’s why it matters. #KnowYourGame
Day 8 (Roulette – Bets)
Inside bets pay more. Outside bets hit more often. Neither changes the house edge. Here’s the full breakdown of every bet on the table. #KnowYourGame
Day 11 (Sports – Odds)
Odds aren’t predictions – they’re prices. And like any price, they include a markup (the vig). Understanding that changes how you evaluate every bet. #KnowYourGame
Day 14 (Capstone)
Slots, blackjack, roulette, sports betting – four games, four different edges. Now you know the math behind all of them. Play informed. #KnowYourGame
Email – Campaign launch
Subject line: How well do you know your favorite game?
Preview text: 2 weeks. 4 games. Every rule, bet, and number explained.
Body: - Hero: Odds comparison infographic - “We’re launching Know Your Game – a 2-week series breaking down the rules, bets, and math behind the most popular games.” - Game preview tiles: Slots → Blackjack → Roulette → Sports Betting - CTA: “Follow along” → social channels / blog - Footer: 1-800-522-4700 | Playbook RG
KPIs
- Blog traffic from social cards (primary metric)
- Social engagement rate on game-specific cards
- Email open + click-through rates
- Quiz completion rates (Days 4, 7, 10, 13)
- Cross-game engagement (players who engage with 3+ game posts)
Campaign 8: The Big Game, By the Numbers
Theme: A 7-day countdown to the year’s biggest game – the one week when casual fans place their first-ever bet. Tagline: “The biggest game of the year deserves your sharpest bet.” Duration: 1 week (7 posts), ending on game day Pillar: Open + Tools Audience: Sports bettors, first-time bettors, office-pool players, young adults Myths used: 11 (Knowledge = Winning), 12 (Parlays), 13 (Tipsters), 14 (In-Play Edge)
This is the event-moment companion to Campaign 3: Campaign 3 teaches sports betting literacy in general; Campaign 8 meets the once-a-year bettor in championship week, when props, squares pools, and hype parlays peak. Player-facing copy always says “the big game” – never a trademarked event name.
Schedule
| Day | Channel | Content type | Myth # | Copy source | Asset format | Template reference |
|---|---|---|---|---|---|---|
| Mon | Instagram / Twitter | Countdown card | – | “6 days to the big game. Before the hype: here’s how the lines actually work.” (adapts SE-1, core-messages.md) | 1080 x 1080 | collateral/render/card-17a format |
| Tue | Blog / help center | Article | 12 | Title: “Props, Squares, and Parlays: A Field Guide to Big-Game Bets” – what each bet is, what it costs | Long-form web | – |
| Wed | Instagram / Twitter | Myth card | 11 | myth-busting.md → Myth 11 → Social card | 1080 x 1080 | collateral/render/card-15a format |
| Thu | Instagram Stories | Infographic | 12 | What a hype parlay actually costs – vig compounding per leg | 1080 x 1920 | collateral/render/story-15b format |
| Fri | Instagram / Twitter | Myth card | 13 | myth-busting.md → Myth 13 → Social card. Frame: everyone posting winning slips this week is the highlight reel. | 1080 x 1080 | collateral/render/card-11a format |
| Sat | All social + in-app | Tool promotion | – | “Set your game-day budget before kickoff. 10 seconds now, zero math during the game.” | 1080 x 1080 + push | collateral/render/card-17a format + push-notification-12e |
| Sun (game day) | In-app / Stories | Game-day overlay | 14 | Live-betting reality check: the algorithm moves faster than the broadcast | In-app overlay | collateral/render/live-odds-overlay-15d format |
Suggested captions
Countdown post: “6 days out. The squares pool is filling up and someone in the group chat has a 9-leg parlay. Before kickoff, here’s how the lines actually work. #KnowYourGame”
Myth 11 post: “You’ve watched every snap this season. The sportsbook’s models have watched every snap ever, and they set the line before you opened the app. Bet for fun, not for certainty. #KnowYourGame”
Myth 13 post: “Your feed is full of winning slips this week. That’s the highlight reel, not the average. Nobody screenshots the parlay that died on leg two. #NoFinePrint”
Tool promotion post: “Game-day plan: snacks, the good TV, and a budget you set before kickoff. 10 seconds now means zero math during the fourth quarter. Link in bio.”
Game-day post: “Momentum shifted? The algorithm priced it before the replay ended. In-play betting is exciting, but it’s not an edge. Enjoy the game. #KnowYourGame”
Email option
Send 2–3 days before the game:
Subject: The big game, by the numbers
Preview text: Props, parlays, and squares: what this week’s bets actually cost.
Body structure: - Hero: Countdown card image - “First bet ever? Welcome.” – 3-line primer on the moneyline, the spread, and the vig (the sportsbook’s built-in fee) - Myth 12 myth/fact pair (hype parlays) - “Set your game-day budget” tool CTA - Footer: “However it ends, it’s entertainment. Play on your terms.”
Timing note
Operator-facing: anchor to your market’s marquee event – Super Bowl week (US), Grand Final week (AU), Cup Final week (UK/EU), championship final (other markets). Launch 6 days out, end on game day. Player-facing copy stays generic: “the big game.”
KPIs
- First-time bettor engagement (new accounts interacting with campaign content)
- Budget/deposit limit setups from the Saturday tool CTA
- Blog read-through on the bet-types field guide
- In-app overlay impressions on game day
Campaign 9: New Year, Same Math
Theme: Fresh-start energy, pointed at the one resolution that actually works: set your limits while you’re feeling sharp. Tagline: “New year, same math. New you, better plays.” Duration: 1 week (6 posts), spanning year-end through the first week of January Pillar: Tools + Open Audience: All players, especially resolution-makers and holiday-season players Myths used: 17 (Chasing Losses), 18 (Gambling as Income) Tone note: Resolution content invites preachiness. Keep it celebratory and practical – limits framed as a power move, never a confession. See Campaign 5’s tone guidance.
Schedule
| Day | Channel | Content type | Myth # | Copy source | Asset format | Template reference |
|---|---|---|---|---|---|---|
| Mon (Dec 29) | Instagram / Facebook | Year-in-review card | – | “The math didn’t change this year. The house edge was the house edge. Here’s the refresher.” | 1080 x 1080 | collateral/render/card-2a format |
| Tue (Dec 30) | Blog / help center | Article | 17+18 | Title: “The Only Gambling Resolution That Works” – skip ‘win more,’ set a budget instead | Long-form web | – |
| Wed (Dec 31) | Instagram / Facebook | Resolution card | – | NY-1 from core-messages.md: “New year, same math. But here’s a resolution that actually works...” | 1080 x 1080 | collateral/render/card-18a format |
| Thu (Jan 1) | All social + in-app | Tool promotion | – | NY-2 from core-messages.md: “Start the year with your limits set and your tools active. It takes 30 seconds.” | 1080 x 1080 + push | collateral/render/card-18a format + push-notification-12e |
| Fri (Jan 2) | Year-in-review digest | 17, 18 | See email option below | 600 px email | collateral/render/email-monthly-7c format | |
| Sat (Jan 3) | Instagram / Facebook | Quiz CTA | 17, 18 | “Start the year knowing the odds. 10 questions, 2 minutes.” | 1080 x 1080 | collateral/render/poster-4b format |
Suggested captions
Year-in-review post: “Slot payouts on December 31: set in software. Slot payouts on January 1: same software. The math doesn’t do resolutions. You can. #NoFinePrint”
Resolution post: “Most resolutions fail by February. This one takes 30 seconds and runs itself: set your entertainment budget before you play. #KnowYourGame”
Tool promotion post: “New year’s day checklist: leftovers, couch, and limits set while you’re feeling sharp. Future you says thanks. Link in bio.”
Quiz CTA post: “New year, new Game IQ. 10 questions on the math behind the games you play. Start the year sharp. Link in bio.”
Email option
Send January 2–3 as a year-in-review:
Subject: New year. Same math. Better plays.
Preview text: Your year in play, plus the one resolution that runs itself.
Body structure: - Hero: “New year, same math” card image - Year-in-review stats block (sessions, favorite games – reuse monthly summary format) - Myth 17 + Myth 18 as short myth/fact pairs - CTA: “Set your new-year budget” → deposit limit feature - CTA: “Test your Game IQ” → quiz link
Timing note
Operator-facing: launch December 29, run through the first weekend of January. An optional holiday lead-in (mid-December) can reuse HP-1/HP-2 from core-messages.md (“Holiday entertainment budget: set it before the fun starts.”). For markets where the main new-year moment differs (e.g., Lunar New Year), shift the window and adapt the framing.
KPIs
- Deposit/session limit setups in the first week of January (primary metric)
- Email open and click-through on the year-in-review digest
- Quiz completions from the Saturday CTA
- Tool retention: % of January limit-setters still using limits in March
Campaign sequencing
For operators running multiple campaigns, this order maximizes impact:
| Order | Campaign | Why this sequence |
|---|---|---|
| 1st | Game IQ Challenge | Builds engagement and audience. Social-first. Low barrier. |
| 2nd | Know Your Game | Proactive education while audience is engaged. Pairs well with quiz. |
| 3rd | Slots Myths Week | Largest player segment. High relatability. |
| 4th | Sports Betting Reality Check | Time to a major sporting event. |
| 5th | The Money Myths | Builds on literacy established in campaigns 1–4. |
| 6th | Luck, Numbers & Lotteries | Lighter tone. Good palette cleanser. |
| 7th | Beat the House? Table Games | Most niche audience. Deploy to engaged segment. |
Seasonal campaigns: The Big Game, By the Numbers (8) and New Year, Same Math (9) are calendar-anchored – slot them into whatever position the calendar dictates and shift the evergreen sequence around them. Don’t run two campaigns simultaneously.
Cadence: Allow 1–2 weeks between campaigns to avoid fatigue. Mix myth-busting with tool promotion and general brand content between campaigns.
Asset production checklist
For each campaign, produce these before launch:
- Social cards (1080 x 1080) – one per myth in the campaign
- Story cards (1080 x 1920) – infographics and polls
- Blog articles – one per article slot in the schedule
- Email template – one per campaign
- Quiz questions loaded (for Game IQ campaign)
- Captions written and approved
- Helpline/support info in footers:
1-800-522-4700 - Legal disclaimer where required: “21+. Gambling involves risk. Play on your terms.”
- UTM parameters set for all links
- Review against message quality checklist