WePlay does Royal Ascot for sports betting exchange, BETDAQ

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This week is British Horse Racing’s marquee meeting, the one and only Royal Ascot. It runs from Tuesday through to Saturday with the Royal Family in attendance each day to watch the best horses in the world compete against each other. The Epsom Derby might be the biggest flat race in the world but Royal Ascot can lay claim to be the most valuable meeting in the British racing calendar. Given the caliber of the event, our client, BETDAQ, needed to have some content fitting of the occasion.

We’ve already designed epic top trumps cards; we’ve created an arsenal of branded content for social; we’ve already produced arguably the best infographic for AP McCoy’s final day of racing at Sandown Park and an even better infographic for the Mayweather v Pacquiao fight (all content viewable here) So, what else could we do?

The Brief:

Engage and educate audiences with content surrounding Royal Ascot with the objective of creating stickiness and lead generation.

The Idea:

We decided on creating a Facebook application on the BETDAQ Facebook Page. This wasn’t any old app – it was a full-blown quiz testing the fans on their knowledge of Royal Ascot, from the prize money involved to the number of helicopters flying in to the meeting!

The Activation:

The quiz was launched on the Friday before the Festival started. The quiz was promoted on social media channels through the use of key horse racing and betting influencers that we mapped and outreached to. The influencers tweeted and retweeted in their hundreds and increased the reach and awareness around the quiz.

Reasons behind the brief and activation:

Each of our clients have a social strategy based on our ‘Reach, Engage and Convert’ model, to convert social audiences into customers.

Here BETDAQ are able to reach highly targeted audiences with relevant content through a mixture of owned, earned and paid channels. The quiz acts as an engagement platform to capture attention, collect data and drive participation. BETDAQ are able to collate the data and insights, aligning it with their CRM platform for re-targeting and conversion marketing.

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