Titan Bet's social superstar campaign
#bestjob by Titan Bet seeks football blogger for the world cupCampaign name
: Best Job in the WorldBrand
: Titan BetAudience
: Football fans, people interested in betting and studentsRegions
: 01/04/14 to 26/05/14Channels
: Celebrity marketing, field marketing, online, microsite, mobile, print, social mediaBudget
: Mid-range five figure sum
Social Media Portal (SMP): Agency behind the campaignTitan Bet
: Square in the Air.SMP: The brandTitan Bet
: Online bookmaker Titan BetSMP: What regions is the campaign for?
: UK focused, but global.
SMP: The official campaign name and why was it chosen?Titan Bet
: Best Job in the World
. This was chosen because of the offer in question: £4,000 salary, flights to and from Brazil, all expenses paid, free accommodation and tickets to eight World Cup matches including the semi-finals and finals.
SMP: What was the start and end of the campaign?Titan Bet
: 01/04/14 to 26/05/14
SMP: The target audiences of the campaign, who are you trying to reach and why?
Titan Bet: Football fans, people interested in betting, students, people with a strong social media presence and who are also good in front of the camera. They need to be able to represent the brand, write, tweet, capture events and World Cup moments on camera. They’ll also need to take four weeks off in June and July.SMP: Briefly, tell us about your campaignTitan Bet
: The premise is to represent the best online sports betting brand while at the same time covering the world’s biggest football tournament. The person needs to love football, be great on camera, have the passion and energy that Titan Bet want when he/she represents them in Brazil this summer.
The successful applicant will get a £4K salary, free accommodation and flights, all expenses paid and the chance to cover eight games including the semi-finals and final. This is the ideal opportunity for anyone, however junior or senior, to escape the daily grind and earn him or herself the Best Job in the World.SMP: How did you think of the concept and why did you choose it for this activity?Titan Bet
: Titan Bet generated the idea and Square in the Air were engaged to deliver the recruitment campaign and as much coverage as possible.SMP: What are objectives of the campaign and why is it different? Titan Bet
: To generate as many videos, sign ups and print, online and social media coverage and followers/likes of the offer as possible. No other bookmaker or sports related company has an offer as unique and large as this. This is worth £50,000.SMP: What are methods you’re using?Titan Bet
SMP: What do you hope to achieve?Titan Bet
- Print: National newspapers including the Daily Mail, Evening Standard, Telegraph, Mirror, Racing Post and City A.M
- Online: Football sites and fan sites/blogs including Football 365, Teamtalk, Fanatix, CaughtOffside, footymatters.com and Football Direct News
- Student sites and university websites
- Job sites and headhunters
- Twitter: Boosting Titan Bet’s following by 60%
- YouTube: more than 200 videos posted; launch video produced more than 17,000 views; top six individual videos produced more than 20,000 views; most viewed individual video generated more than 6,000 views
- Digital vans: Hired a three sided digital van with animated graphics and took it on a tour of London, major sites for photo ops, rush hour around major train stations, the City and university campuses
- Field marketing: Teams of attractive girls in Titan Bet football kits were employed to sign people up and film videos on iPads in large sporting venues and bars during big football matches such as Chelsea Vs Athletico Madrid
- Special betting markets: Square in the Air created a number of specials for punters to bet on in conjunction with the Best Job in the World and the use of Ray Parlour as our ambassador. He played for both Arsenal and Hull City who were the two finalists in this year’s FA Cup therefore we suggested markets on any one of 10 of Arsenal’s international players to score in both the FA Cup final and the World Cup.
: Titan Bet is not very well known in the UK market therefore we hope to achieve increased brand awareness across all channels but particularly the youth end of the market, i.e. 18 years+.
This was via social media channels including Twitter
Facebook has generated 4,000 likes
Twitter boosted following by more than 60% with 50 to 100 new followers a day following during campaign
More than 250 videos created on YouTube and hundreds more sign ups and customers depositing on the Titan Bet site http://www.titanbet.com/best-job-in-the-world.html.SMP: What were the challenges in creating the campaign and how did you overcome them?Titan Bet
: The main challenge was the timeframe and budget for a project of this size and ambition.
This was overcome by using cost effective targeting such as the use of digital vans outside universities, field marketing staff at popular bars and venues near football grounds and during big games and also advertising the Best Job in the World on University message boards, Facebook pages, across Twitter and targeting student sites and key influencers as well as using the brand ambassador across as many different areas and channels as possible, i.e. filming six viral videos, then pushing these videos to football fan sites and blogs, using these videos on digital vans and showing them outside the Emirates stadium etc…
SMP: What are you doing to measure the campaign and what measurement tools do you have in place to do this?
Titan Bet: The main measurement tools have been across social media, i.e. number of videos, number of views, number of shares, number of comments all across YouTube, Facebook likes, number of Twitter followers, Twitter hashtag #bestjob, number of retweets and favourites, amount of coverage generated across core audiences.SMP: What is the budget used for the campaign?Titan Bet
: Mid-range five figure sumSMP: How are you making the campaign social and shareable?Titan Bet
: The campaign was always based on being social, shareable and online - only with regards to applying. This included using phones or iPads to film online videos, uploading them to YouTube, sharing links, links of videos on Twitter and Facebook, voting and commenting for your favourite candidate to win the Best Job in the World.SMP: Are there any dedicated hashtags or social media profiles for the campaign and how/why did you chose these?Titan Bet
: #bestjob was used as a shortened version of the title Best Job in the World and also very memorable.SMP: What sort of entrants have you received so far (and how many)?Titan Bet
: We have received more than 250 entrees. They have come largely from the UK, but also all over the world including India, Brazil, Poland, Romania, Ukraine and Israel.
Got a good campaign you'd like to tell us about and share? Tell us at SMP contact.