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July 1, 2009

Online betting company engages directly with Ascot punters

Betfair launched an experiential campaign to encourage race goers at Royal Ascot in June to register on its betting website.

Promotional staff wearing Adwalkers, a wearable digital screen platform, were used to allow Ascot visitors to interact immediately and directly with the Betfair website. Race goers were offered a promotional free £5 bet on each race day as an incentive.
During the registration process, visitors were directed to the Betfair website to place a bet and enter their contact details. The campaign was targeted at anyone aged over 18, with a long-term view to promote the Betfair website, increase customer traffic and encourage future betting.
During the renowned racing event, Betfair presented two horses with better odds than those offered by other betting companies to encourage registrations further. After each race, visitors could go online, finish registering and, where necessary, claim their winnings, which were paid directly to their online account.
Behzad Saednejad, managing director of agency Blackjack, which organised the campaign, said: “The Adwalker technology is incredibly effective at drawing new customers, and Ascot was the ideal location to use them, because we had immediate access to the betting community and a static crowd.

“It was an exciting campaign, where offering something for free and with easy access proved a winning combination.”

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