Objectives: •
Generate awareness and buzz around Betfair’s
sponsorship of the 2009
World Series of Poker Europe. •
Drive traffic to the Betfair website to encourage
new player registrations.
Activity: •
Key media were taken to Vegas to experience the original
World Series of
Poker atmosphere, and to try their luck with the cards.
Back in London, media
were treated to masterclasses and interviews with
Betfair pros, providing
content for feature stories. •
To generate engaging digital content in advance of
the tournament, we hired
world-famous ‘cardstacker’ Bryan Berg
to build a replica of the London
skyline out of playing cards, during the World Series
of Poker in Las
Vegas. Video of the stunt (including Betfair pro Jon
Tabatabai accidently
destroying the whole thing) was seeded into video
sharing sites
and poker blogs. •
During the WSOPE, Threepipe kept a constant flow of
news and content from
the tournament, using Twitter, YouTube and the Betfair
blog to connect
with poker fans.
Results: •
The campaign delivered over 30 pieces of media coverage
with a total cumulative
reach of 74m. •
More than 30,000 consumers engaged with Betfair’s
social media channels
during the event. •
100% of media coverage carried Betfair branding, and
70% linked to the Betfair
website, helping to drive an increase in player registrations.
