Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: BWIN
Product/Service: ONLINE SPORTS BETTING
Agency: EL LABORATORIO
General Creative Director: Carlos Holemans (El Laboratorio)
Executive Creative Director: Carla Romeu (El Laboratorio)
Executive Creative Director: Jesus Lada (El Laboratorio)
Creative Director: Jose Sanchez Blanco (El Laboratorio)
Creative Director: Javier Garrido (El Laboratorio)
Creative Supervisor: Carlos Font (El Laboratorio)
Art Director: Eva Iglesias (El Laboratorio)
Copywriter: Carlos Torres (El Laboratorio)
General Manager: Rafael Silvela (El Laboratorio)
Account Director: Alejandro Lavezzolo (El Laboratorio)
Account Supervisor: Zaida Vazquez (El Laboratorio)
Account Executive: Malena Cantero (El Laboratorio)
Digital Supervisor: Pepe Alamar (El Laboratorio)
Digital Executive: Cristina Torrecilla (El Laboratorio)
Programming: Ensegna (Ensegna)
Media placement: Facebook - Internet - 10th April 2011
Describe the objective of the promotion.
Barça and Real Madrid were scheduled to play each other 4 times in 18 days. bwin, the world leader in sports betting, had to be part of such an event. bwin had to take advantage of that intense rivalry to get people betting.
We had to get everyone who would bet on these matches to use bwin.com. We had to make users feel the excitement of betting on these derbies. And we had to do it using just online communication. We had to find something valuable for our target on the Internet and get them to risk it.
Describe how the promotion developed from concept to implementation.
We decided to challenge people to bet their most precious possession on the Internet: their Facebook status. People risked their status betting on which team would win each match.
If you win, you’ll take over your friend’s status and can write whatever you like. And the loser can seek revenge on the next match. We used Facebook to make a fun demo to show how exciting sports betting could be. Every time a user challenged a friend the app will appear on both users’ wall, so the app started to expand all over Facebook.
Explain why the method of promotion was most relevant to the product or service.
We used Facebook to make a fun demo to show how exciting sports betting could be (a Real Madrid-Barcelona match is exciting but if you bet your Facebook status, the excitement multiplies).
We just provided a tool, and the consumers did the rest. Every time a user challenged a friend the app will appear on both users’ wall, so the app started to expand all over Facebook, generating thousands of bets and comments on their Facebook walls. And it worked: users got the urge to bet for real once they bet their status.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The consequences: the status of 55,000 users went crazy. They said things on their Facebook Status, they would never say out loud.
People revealed dark secrets to their friends. They shocked them.
16,794 “haha” in comments; 23,511 “???”; 8,126 “WTF”.
More than 80 media on Internet talked about the app. The sport newspapers wrote about it.
22% increase in betting over last year`s ‘clasico’.
We made a fun demo to show how exciting sport betting could be.
It worked: users got the urge to bet for real once they bet their status.
We made the biggest soccer match even bigger.