BETSAFE – Man City FC customer acquisition campaign

BETSAFE: Man City FC sponsorship

Action: Maximising the power of sponsorship for brand development and customer acquisition

As the official betting partner of Manchester City FC, Betsafe tasked Fuse to maximize the power of their sponsorship to support the development of their brand in the UK. Our objectives for the 2016/17 season were to increase brand awareness and customer acquisition while offering customers unique experiences.

Create: A data-driven and strategically segmented customer acquisition campaign

We developed a creative theme, ‘True Players’ which was designed to recognize and celebrate the unique attributes of both the City & Betsafe brands. It also provided a consistent approach to all activations throughout the season and enabled us to differentiate our activity from our competitors.

We firstly set about transforming Betsafe’s hospitality box into the ‘Betsafe Player’s Lounge’. The lounge was a custom space for guests to experience a number of unique features including a replica 1st team players changing room chair and a Google Cardboard VR experience. We also added an Apple TV for guests to play a virtual roulette game, a first for any football hospitality experience in the UK.

We shot a surprise and delight piece of content to drive awareness of the box experience and ran a competition for fans to win their chance to watch a fixture from the Betsafe Player’s Lounge. The content featured some unsuspecting fans on a real Etihad stadium tour who were taken into the new box and pranked by Vincent Kompany. Later, when posing for pictures with their club captain, the fans were photo-bombed by Fabian Delph, Claudio Bravo, and Gäel Clichy. The content ran across Betsafe and Man City digital and social channels.

We maximized our remaining access to Man City players by creating a content series called The True Player Challenge. With the aim to create appeal beyond just Man City, we used existing customer and third-party data to strategically target key sporting events outside the football calendar with mass appeal to our target audience of ‘sports bettors’. The insight revealed that the PDC World Darts Championships, the Super Bowl and the French Open were three key sporting events to target.

Once we had captured the attention of our core audience through three different content pieces, we would instantly follow up with a data-driven and strategically-segmented new customer acquisition campaign offer. Through our generated cookie pool, we could then re-target consumers who had watched or engaged with the content with relevant odds and offers ahead of each event.

Impact: Increasing customer acquisition and positive brand perception

The results recorded were some of the best achieved for a brand within the Betsson group. Our approach and learnings set a model for sponsorship activation which was adopted across the business group.

  • 11% increase in brand awareness amongst Man City fans during the 2016/17 season
  • 25%+ uplift in customer acquisition at a 50% lower cost per acquisition
  • 4% increase in positive perception of the Betsafe brand amongst Man City fans during the 2016/17 season
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