Objective: •
Leverage Betfair’s sponsorship of Turbo
Tennis at the O2 and reach a core
audience of City workers.
Activity: •
In the weeks leading up to the O2 event, Threepipe
created “Betfair Sets in
the City” - a brand experience allowing
London workers to experience game
of Turbo Tennis during their working day.
•
A special tennis court was built in Finsbury Gardens,
close to Liverpool Street
station, creating a buzz among the target audience
and acting as a platform
for media coverage.
•
Greg Rusedski appeared to challenge journalists
to return his serve, followed
by interviews promoting Turbo Tennis and Betfair’s
sponsorship. Sets
in the City was supported by a programme of player
interviews, listings
coverage and media promotions.
Results: •
3,000 City workers interacted with Betfair Sets
in the City. •
The PR campaign had a total reach of over 30,000,000,
all with Betfair branding
and messaging. •
Turbo Tennis at the O2 was attended by 8,000 people
and watched by over
3,000,000 on Channel 4.
