How should a competition be organised so that it reaches young men in big cities?
Betsafe is a company that wants to reach young, active people – adrenaline junkies - by promoting its products as luxury goods. We created a promotional campaign for the brand on the Polish market, based on a competition. It was vital for the competition to reach young men in big cities. For this purpose, our campaign primarily targeted car spotters, who generated a large scope by using their own channels. The co-organiser of this campaign, together with KERRIS, was the portal Adrenaline Motorsport.
Less and less often, physical awards generate sales results. To reach millennials, we developed awards which were not only supposed to be unforgettable experiences but also fulfil the dreams of automobile fans. We ran the competition efficiently so that the participants did not have to wait long for gratification. Internet users had to send in pictures they have taken, either of their own car or their dream car. Then there was a vote for the best picture. The winning prize was a flight for two to Prague to visit the legendary Gumball 3000 race. The trip included accommodation in a luxury hotel, the flight in premium class, transfers in a premium class car with a private driver, as well as VIP entry to the Gumball 3000.
We created a special competition platform, where we used the pay with Tweet solution, allowing us to avoid unfair behavior during the voting for the winning picture. The platform was dedicated, in particular, to young people, which is why we ensured it was ideally suited for mobile technology.
We created the first campaign in Poland dedicated to car spotters, who selflessly promoted the Betsafe brand because they appreciated the high value of the competition’s prize. The whole campaign achieved quantifiable results for the client and enjoyed a lot of media interest.