Sport: Betfair scores with Man U web Q&A

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.