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URL: http://www.fanvfan.com
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Key Industries:
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Entertainment & Leisure
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Gaming
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Sport
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Key Sectors:
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Design & Build
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Social Media
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Video
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Viral Marketing
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Betfair
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Brief
Betfair needed to promote their sponsorship of the Ashes and working with Synergy, a partner company within Engine, on a concept which would use 2 brand ambassadors to drive interest and awareness.
Altogether Digital were asked to build a website which provided a point for conversion; allowing sign up of Betfair customers whilst also providing a rich brand experience. We were also tasked with developing a social media strategy aiming to promote the sponsorship and drive traffic to the site.
Strategy
The target audience were young men who like sport, like having a laugh but are competitive. They avidly support their team and are prepared to put their money where their mouth is.
We aimed to design a website which would give them a funny and patriotic way to get more involved in the Ashes; we wanted to leverage the cricket fans national pride to encourage them to place a bet online.
The supporting social media campaign aimed to encourage sports fans to get more involved in the Ashes and show their support for either England or Australia. By encouraging fan v fan activity, one of Betfair’s strongest USP’s was highlighted – person to person betting. We aimed to utilise the brand ambassadors to drive interest, engagement and opinion on Twitter.
Execution
The website (www.FanvFan.com) capitalised on the rivalry between England and Australia by pitting British bowling master Phil ‘Tuffers’ Tufnell and Aussie cricketing legend Jason ‘Dizzy’ Gillespie against one another in a series of ridiculous head to head challenges.
Sports fans visiting the site were able to stake their national pride in a funny and engaging way by placing a bet online backing either Tuffers or Dizzy in each respective challenge; each bet placed gave either Dizzy or Tuffers an advantage in the upcoming event.
After each challenge took place a video was placed on site allowing customers to see who won the advantage and who triumphed in the challenge. The site also offered visitors the chance to win tickets to the Ashes Test matches and also the opportunity to win a position in a celebrity 6-a-side with Phil Tuffnell and Dizzy Gillespie.
FanvFan.com was complemented with a seeding strategy. The hilarious challenge videos were placed on YouTube, optimised and seeded. We contacted a number of cricket bloggers and wider sports blogs driving interest in the Betfair challenges. We set up Twitter profiles for Tuffers and Dizzy allowing the brand ambassadors to drive interest in the site, challenges and competitions. We also set up a bespoke FanvFan Twitter profile which encouraged fans to ‘twedge’ sledging their support of England or Australia in the Ashes.
Results
The seeding strategy was successful and sent news of the fanvfan.com and the challenge videos viral. The Betfair Challenge videos have received a total of 60,000 views to date.
Phil and Dizzy received over 15,000 followers on Twitter and sent over 1,300 visitors through to fanvfan.com. Both of the statistics above are well over the KPIs set for the Twitter involvement for this campaign.
The fanvfan.com website received over 25,000 unique visitors, and over 2,000 competition entries, most of which were driven by the success on Twitter.
(results accurate on 01.09.09)
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