We were tasked with achieving the grand ambitions of Bet.co.za through the use of 6 second TV spots on SuperSport Blitz; hardly the medium to land any meaningful message AND drive hoards of sports-betting-hungry consumers online. So with sales in mind, we decided not to sell anything, at least not initially.
Instead we shot epic online films with a celebrity cast and turned the TV spots into micro movie trailers. When the ad-break came, we gave people the option to watch something more entertaining. This second screen strategy paid off massively. The campaign was supported with display and social media, and amplified by influencers, resulting in Bet.co.za’s highest grossing period, ever.
The films were created to appeal to a sports betting mindset. And intrigue those who may never have bet before. We created a series of challenges and pitted two very unlikely contestants against each other; South African rugby player Tendai 'Beast' Mtawarira and local comedian Schalk Bezuidenhout. We challenged the audience to guess who would win. The temptation proved too much to resist.
The campaign relied on captivating consumers with online video, while layering the experience with interactive control to maintain engagement. Attention was then directed towards the Bet.co.za platform to sign up. To ensure a flawless experience across all qualities of internet access, we built a custom HTML5 video player and optimized heavily for mobile.
The campaign was pushed to mass market when we aired a number of short TV ads inviting people to participate - teasing the grand prize as the big payout. Online participation soared as the audience switched seamlessly from television to second screen in seconds.