Sport: Betfair scores with Man U web Q&A

Betfair wanted to maximise its access to Manchester United's global fanbase as the club's official betting partner.

Betfair: wanted to maximise its access to Manchester United's global fanbase
Betfair: wanted to maximise its access to Manchester United's global fanbase

Campaign: Betfair presents Manchester United live
Client: Betfair
PR team: Synergy Sponsorship
Timescale: January 2012
Budget: £24,000

 

Objectives

  •  To engage online with United fans and the global football community
  •  To highlight Betfair's link with the club
  • To increase Betfair's 33,227 'likes' on Facebook by 15 per cent
  • To create content that could be used on Betfair channels and elsewhere.

Strategy and plan

Synergy Sponsorship and Betfair staged a Q&A with Manchester United players Nani, Ashley Young and Michael Carrick, hosted by Rachel Brookes. The 30-minute broadcast could be watched through 'liking' the brand's Facebook page. Questions could be submitted there or by tweeting @BetfairSports. A Mail Online partnership meant the Q&A was broadcast through the site.

Measurement and evaluation

The broadcast garnered more than 100 pieces of online coverage, with branded excerpts used by ITV Granada ahead of United's game that weekend. Quotes appeared in the Daily Mirror, Daily Express and Daily Star.

Results

Betfair's Facebook page increased its 'likes' by 36 per cent to 45, 247. The live broadcast attracted 25,000 viewers, and the highlights package another 25,000.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury retires to consider indecent assault charges

Max Clifford trial jury retires to consider indecent assault charges

The jury in the trial of celebrity publicist Max Clifford has retired to consider verdicts on 11 charges of indecent assault after five weeks of proceedings.

Avoid being caught out on camera

Avoid being caught out on camera

Being caught on camera is a fact of life, so it is vital to ensure that organisations behave in the right way.

Online travel agent Ebookers appoints Shine

Online travel agent Ebookers appoints Shine

Online travel agent Ebookers has appointed Shine Communications as its retained agency following a competitive pitch at the end of last year.