Brief
In a market where most online casino brands stick to the same boring old games and prizes, our challenge was to drive brand differentiation by positioning Betfair Casino as the home of ‘all things new’ for games and prizes, dovetailing with the brand’s ‘PLAY NEW’ marketing campaign.
Strategy
With the campaign launching during Betfair Casino’s busiest period (Twixmas), our strategy centred around creating content that looked to the year ahead, capitalising on the news narrative and zeitgeist of shaking off the old and shepherding in the new.
We enlisted celebrity celebrity psychic and astrologer, Inbaal Honigman, to make eight key predictions themed around ‘what’s new’ in 2024. The predictions covered news, sports, lifestyle and entertainment, enabling us to slice and dice the content to suit different media.
Inbaal’s prediction were made with the help of a giant branded tarot card slot machine and we filmed the slot machine in action - creating a tongue-in-cheek hero video and eight social cuts (one per prediction).
The predictions were disseminated to media, whilst social content was seeded out daily in the run up to the New Year.
Activation
Results
Delivering branded earned coverage for Casino brands in mainstream media is no mean feat. However, this well conceived, seamlessly executed campaign proved it is possible.
We delivered over 20 media articles across Betfair Casino’s key target media, including heavy hitters like City AM, MailOnline, Daily Star, The Sun and talkSPORT. The campaign served up an estimated 2.85 million views and audience reach of 267 million. The complementary social media activity generated 59.3k post views throughout the campaign.
