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.
