Professional Darts Association

Professional Darts Corporation

Formally known as the World Darts Council, The Professional Darts Corporation (PDC)
is a professional darts organisation, established in the United Kingdom during 1992.
The PDC developed and holds several darts championship competitions including
the annual PDC World Darts Championship, the UK Open, World Grand Prix, Premier
League and World Matchplay.

Professional Darts Association Website

The Brief

Having heard about the work we’d done with Southampton Football Club, PDC approached Katapult with a fast turnaround project to develop an interactive microsite to support the 2015 World Darts Championship.

PDC needed a fun and interactive campaign to boost fan engagement and social interaction during the tournament. Having teamed up with William Hill, the UK’s largest bookmaker and global online betting provider, the campaign would have a combined social media reach of over 200,000 Twitter followers and 600,000 Facebook fans, as well as broadcast support from the dedicated Sky Sports Darts channel.

PDC Darts nickname generator

Darts nickname generator 

As the name suggests, the campaign would be centred around a microsite which produces a quirky darts player nickname for each visitor based on their surname. 

The site would then enable them to upload a photo and generate a newspaper article style image which could be shared on social media. 

Having first developed a wireframe for the site layout, we then worked up initial designs
incorporating the sponsor, William Hill’s branding and imagery supplied by PDC.

We then designed the newspaper article image within which the player’s custom nickname and photo would be added. As the photo upload was optional, we included a default image which could be used if no photo was present.

PDC Site build

Site Build

From approval of the initial designs, Katapult completed the full site build within six days, ensuring it was ready for the start of the World Darts Championship on 18th December 2014.

As well as referencing a database to pull through custom darts nicknames based on the visitor’s surname, we used PHP image functions to generate a custom JPEG image each time.

All social sharing links on the page were pre-populated to include the William Hill and PDC Twitter handles and campaign hashtag, #WHDarts.

PDC world darts championship stats

The Results

Whilst we had anticipated a high uptake, the darts nickname generator had an overwhelming response. Traffic to the site exceeded 13,000 unique visits within 4 days of going live. 

In the 3 weeks which the site was running, 38,325 images were generated and many were shared on social media.

What the client says

“We generated some fantastic results and analytics from the microsite which really improved our digital presence throughout the most important period of the year. I would definitely return in the future and encourage others to do the same.”