On Monday 27th, I published an article about Benfica and Caixa Bank promoting their partnership with an solid marketing activation: A pitch invasion. Today, the online betting company Betfair unveiled an online campaign giving fans the opportunity to go in a penalty shootout session at both Old Trafford and Camp Nou.
Betfair is opening the Camp Nou and Old Trafford gates to fans, who will represent in a two-legged european contest their favourite club during half time.
The session will be filmed and hosted online where members of the public will be asked to vote for their favorite penalty and the top three will go through. The six winners will also get VIP travel to the stadiums, signed merchandise and £250 credited to their Betfair account. [Source: Sportbiz.com]
We can look forward to another out-of-the-box marketing activation to raise awareness, engage directly to fans and increase brand exposure.
Betting companies are more and more prominent on the football landscape. Bwin, Betclic, Betfair etc are penetrating football significantly. Time will tell whether it is a good strategy, but so far it does work for them.
Find the campaign here.