News | December 7th 2023

Code and Theory Wins Three Drum Awards For AI, Creativity, and UX with YETI and Tipico

The 2023 Drum Awards named Code and Theory a winner across three categories, first for YETI's "Year in Preview" campaign in the category of Digital Industries: UX and Creativity: Experience — and next for Tipico's "Bet Like You're From Ohio" campaign for Best Use of AI.

The Drum's global marketing awards celebrate the best marketers and campaigns internationally, are are also judged by experienced marketers from some of the best-known brands in the world.

For Tipico, Code and Theory partnered with the virtually unknown sportsbook on a campaign designed to help them break into the top 5 when sports betting officially opened in Ohio in January 2023. The “Bet Like You’re From Ohio'' campaign harnessed AI to create Ohioan personas — Jay “The VIP Bettor”, Alex “The Ambitious Amateur”, Josh “The Social Bettor” — tapping into authentic Ohio traditions, rivalries, and personality. On a budget nowhere near its legacy competitors, Tipico earned 30K First time deposits, 32% share of voice in Ohio, and in just one month it achieved 57% of annual 2023 target registrations (40K).

As Tipico's SVP of Marketing, Brian Becker, shared, “This year we relaunched our brand and introduced thousands of customers in Ohio to Tipico. We are in a competitive industry but act as a challenger brand and try to be bold, modern and hyper relevant. Excited for this award and many to come as we serve the serious bettors out there. Thanks to our partner Code and Theory."

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We partnered with YETI to build and design a compelling way for people to get the best outdoor moments on their calendar so they could hit 2023 running. The Year in Preview experience threaded that needle — a custom built and designed digital experience that’s accessible and easy to use for YETI loyalists and new outdoor enthusiasts too. ** one of YETI's brand pillars is making the wild more accessible to everyone.

Since launching at the end of 2022, the work earned 200M impressions from press (from Travel and Leisure to Adweek), a 9% add to calendar rate, and an array of industry awards, including winning Fast Company's Innovation by Design award for Best in Marketing.

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To learn more about this award winning work or discuss your next project, get in touch.

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