Sport: Betfair drives bum deal with volleyball duo

Betfair asked Synergy Sponsorship to increase awareness of its mobile product.

Betfair: drives bum deal with volleyball duo
Betfair: drives bum deal with volleyball duo

Campaign Bum-vertising
Client Betfair
PR team Synergy Sponsorship and Mischief PR
Timescale August 2011
Budget Under £10,000

OBJECTIVES

  • To drive awareness of Betfair Mobile.

STRATEGY AND PLAN

Aware that the national media would be focusing on the London 2012 test events, Synergy looked at opportunities where Betfair could get involved. It decided beach volleyball would generate high media and consumer interest.

Synergy negotiated a deal with Team Mullin-Dampney, the top British beach volleyball duo, to position QR codes on the players' kit. When photographed, the QR code would drive people to a Betfair free-bet and registration page. Synergy and Betfair's consumer PR agency Mischief held a photoshoot with the pair, and distributed these images before the test event on 9 August.

MEASUREMENT AND EVALUATION

The story featured in the Daily Mirror, Daily Express, Daily Star and Daily Record, the Metro and the London Evening Standard, seven national sites and more than 200 online outlets.

RESULTS

In the week of the campaign, there was a 14 per cent increase in traffic to Betfair Mobile, an 11 per cent increase in downloads of Betfair Mobile apps and more than 1,740 new Facebook and Twitter followers.

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