Brand Activation for Audacious Gaming Company

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The Brief:

Start-up gaming company, 234bet, tasked the team at Nelson Reids to create an unusual promotion around Valentine's day that would drive five critical business objectives:

(i) Enhance the brand image and position the brand as a fusion of sports betting and entertainment.

(ii) Increase brand awareness and publicity.

(iii) Recruit new users.

(iv) Improve brand and customer interaction.

(v) Enhance brand credibility.

Our Solution: One Love. Two Cities. Three Nights. Four hundred percent bonus.

For a section of people aged 18-35, Valentine's Day means a quiet, intimate affair with their loved ones. For some others, it means outdoing everyone else with the greatest display of affection money can buy.

We sought to combine both scenarios into the mother of all valentine's day rewards that would see one lucky couple flown between two cities on a private jet, having dinner in the sky, spending three nights in a luxury hotel whilst earning 400% gaming bonus on their first deposit.

And all they had to do to win was go-viral, uploading a 30-second video telling the world what they would or wouldn't do for love. Easy Peasy.

Mechanics:

1. All entrants were required to sign-up and place a minimum bet of NGN 1,000 to be eligible for the reward. This was done in a bid to drive customer recruitment.

2. We created the #234bet4love hashtag to tract participating entries and campaign reach. This was done to increase customer-brand interaction and engagement, giving participants and the public a chance to see other entries and entertain themselves.

Press:

The magnitude and class of the reward saw the brand earn over NGN 3,000,000 in free media coverage on Nigeria's top media publications including ThisDay, The Guardian, LindaIkeji, The Independent and Instablog.

The Result:

1. 1827 participating entries.

2. Over 5,000 gaming users signed up.

3 Over 9 million people reached with the digital campaign.