Sportingbet were looking for a quirky idea to attract more 20 – 30 year olds to their brand and at the same time to provide their call centre staff with a socially interactive fun team experience.
Sportingbet created a totally integrated experiential campaign.
– A targeted Twitter and Facebook campaign was launched and ran from September with 4 new amusing rps messages added every day to twitter.
– A rock paper scissors betting promotion was devised on-line in the lead up to create a buzz around the event.
– The UK RPS tournament became an memorable experiential event linking the brand with having fun. The venue was decorated in Sportingbet banners, logos were placed on all RPS Challenge gaming tables, on RPS Challenge fun money and a branded pull up banner was placed behind the main 2 gaming tables during the matches and referees wore branded t-shirts. Contestants could also win Sportingbet vouchers throughout the evening with extra RPS contests.
– An internal rock paper scissors contest was devised to ensure interaction between teams across the Sportingbet building, with the winners attending a VIP night in London representing Sportingbet at the UK RPS Championship.
The experience exceeded the PR goals of Sportingbet with media interest from all over the UK including;
Live with Gabi, Sports Live, MSN News, Yahoo News, BBC World Service, TNT Magazine, Timeout and the Metro.