BETDAQ is a leading sports Betting Exchange, who approached WePlay to enhance their social media presence on Twitter, and ultimately turn communities into customers. One of the key tactics used to improve BETDAQ’s social presence is to create unique content around sporting events. Our infographic previewing Floyd Mayweather vs Manny Pacquiao is a prime example of such content.
What was the client’s brief?
Described as the ‘Fight of the Century’, the talk and buzz around the Mayweather v Pacquiao fight was unprecedented and BETDAQ sought to insert their brand into the conversation surrounding the fight on Twitter using a unique and insightful piece of content. The objective was to convert social activity into traffic for BETDAQ’s owned channels and increase transactions.
For any given event, an infographic can provide information on a range of topics and themes. Ultimately you want to tell a story and provide the viewer with an informative look at the event. We chose the following themes to incorporate into the infographic:
Career earnings so far for Mayweather and Pacquiao
Predicted earnings for both Mayweather and Pacquiao broken down into fight/round/minute/second earnings
The money spent by sponsors on the event
Venue/ticket information – how much tickets were selling for
Given the celebrity appeal of a fight of this size, it was good to include the biggest bets placed on the fight
Who do you think will win?
An average of how long the last 15 fights had lasted for each fighter was calculated to provide information for BETDAQ’s audience to aid them in how to bet
During much of the build-up, BETDAQ had the best odds of any exchange on a Mayweather win, and we used this to finish the story
With the final infographic receiving client sign-off, we finalised plans with a sports influencer network on how to distribute the content.
There were over 2.7bn impressions on Twitter and across the web about the Mayweather vs Pacquiao fight so there was clearly an audience to exploit.
Throughout the process of this infographic, we were contacting influencers to grow the network we already had. Boxing is a niche sport but given the interest in the event, influencers from a range of sports and backgrounds were interested in promoting the content. By spreading the influencer budget across a number of influencers we were able to reach an audience far greater and wider than previously possible. The same could be said about the use of promoted tweets to increase the reach of the content.
— BETDAQ (@BETDAQ) May 2, 2015
— BETDAQ (@BETDAQ) May 1, 2015
To give an example of where carefully-considered budget for influencers and promoted tweets is a huge asset for branded content, the two tweets above had a combined 77,334 impressions and 2,852 engagements. This is well up on the average of around 2,000 impressions and 100 engagements for two BETDAQ tweets.
With an average engagement rate of 6-7% for tweets involving the branded infographic and traffic on BETDAQ owned channels up 100% from 4% to 8% over the weekend when the boxing was shown, it is evident that branded content and the use of an influencer network alongside promoted tweets are paramount in growing a brand identity that engages with your online audience.
And now for the finished infographic (click to enlarge).
WePlay provides a full range of sports marketing services, including sports content marketing and influencer marketing. If you would like to create a similar campaign for your sports brand, drop us a line and we can have a chat about your requirements.