Award Winning Campaign ‘Escape from Dull’ Drives 22 Million Brand Impressions
ROAST identified the best way to fulfil the brief was through effective influencer marketing techniques. Working with a partner allowed us to leverage a large social following and further scope to build a campaign that we felt was unique, fun and exciting. With over 20 million subscribers to his YouTube channel, that are digitally active and predominantly ‘gamers’, an audience which have a known history to engage with Maria Casino, Mark ‘Turps’ Turpin was identified as the right choice to amplify the campaign.
The challenge set to Turps was that he had 12 hours to get as far away from the remote village of Dull in the Scottish Highlands, with no money, just his wits and a bag of seemingly useless items to barter with, such as a Braveheart DVD. The 12-hour live event followed an epic journey of adventure that was covered on Twitter, Periscope and a live blog on EscapeFromDull.com. As the challenge progressed, ROAST executed a PR and outreach campaign designed to target online gamers, national and local press.
The campaign resulted in:
- a 54 per cent increase in brand search volumes
- an 85 per cent increase in First Time Deposits
- two flights from Denmark
- one tattoo
- 28,321 visits to escapefromdull.com
- and 22m brand impressions driven in under 12 hours.
“ROAST allowed us to explore innovative approaches to content and mobile marketing, which we recognised we needed but did not have the budget to simply journey down the influencer marketing or paid distribution route. We needed to create something targeted and relevant to reach new audiences and grow the Maria Casino brand in the UK. ROAST surpassed our expectations and we were thrilled with the results.” Greg Tatton-Brown, Country Manager at Maria Casino