We saw an opportunity to do more than a handful of short hard-sell TVCs. Instead of trying to cram a sales message into a few seconds, we used the spots as teasers for a microsite.
We quickly realised we needed to take this TV brief and turn it into an integrated digital campaign. We wanted viewers to put down the remote and sign-up online. This was our conversion point. TV alone wasn’t enough, we also needed the support of an online marketing strategy to drive and measure quality traffic to our microsite.
An interactive online video microsite spoke directly to our affluent tech-savvy audience, predominantly male sports fanatics (20-30 years old), with access to broadband and disposable income for sports betting. In an online environment, we could engage with our audience directly and for longer than a mere 7 seconds, yielding us a higher propensity to convert quality leads.
Our strategy was to create a sales funnel using various tactical media channels which all drove to this one conversion point, while endorsing the brand with trusted sports and entertainment personalities.
With an increase of 34% on bets placed over the campaign period, and driving BET.co.za’s highest grossing month ever, it worked. We also feel it should be noted that with the quality of the content and the user experience of the microsite we managed to achieve an average time on site of over 7 minutes+.
To align with the 2015 Rugby World Cup, establish brand credibility and speak to our youthful target market, we pitted Springbok Rugby Player Tendai ‘Beast’ Mtwarira against up-and-coming comedian Schalk Bezuidenhout. We leveraged local South African YouTube stars Derek Watts and the Sunday Blues as ringside commentators on all the action. The ideal blend of talent, tech and humour to speak to our target demographic in a non-obtrusive way.
The stakes were simple:
- Pick a challenge; Choose between a grueling cage fight, nail-biting ribbon dance and rib-tickling joke competition.
- Bet on a winner;
- Get it right, and you could enter the draw to win R50 000!
Users were encouraged to sign-up, share and enter their email addresses to stand a chance to gain more entries for the grand prize.
Along with the interactive experience, we created a series of 7” and 15” TV spots on SuperSport Blitz to drive people to the microsite. We supported the campaign with a knock-out digital marketing mix including:
- Interactive YouTube pre-rolls
- Tactical 2015 Rugby World Cup event focused search ads
- Bespoke banners served across GDN as well as select ad exchanges via native and programmatic buying
- PR pieces
- Tactical social media engagement
- Leveraged influencers
- Email marketing and CRM
Promoting online sports betting online is inherently restrictive when looking at the 2 main traditional advertising platforms. Facebook prohibits advertising, and AdWords serving is highly restrictive. Despite this, Paid media contributed 75.95% of the total page views on the one page Betmatch microsite with an overall cost per Betmatch page view of only R7.06 and CPM of R11.16. The majority of the paid traffic came from highly relevant native premium publisher networks. The overall cost per interaction was R3.41.
Celebrity #Betmatch effectively placed BET.co.za top of mind during the 2015 Rugby World Cup. As a result, BET.co.za saw the most deposits being made on bet.co.za in September and October 2015, making up 21.74% of total deposits made since their inception. This also translated into the highest Gross Gambling Revenue (GGR), which made up 22.65% of the total GGR accrued since BET.co.za's inception.