Case Studies - Bet Fair

Client: Bet Fair

Agency: Direct

Campaign: Bet Fair Costumed Promotion Staff

Brief:

The campaign objective was to drive traffic into the Bet Fair hospitality and betting tent - and to raise awareness of the Bet Fair brand.

Target Audience:

Attendees of Aintree Racecourse

Campaign Description:

Link Communication provided costumed staff at the Grand National at Liverpool Racecourse to promote Bet Fair. Link Communication's specialist mascot promotional staff was provided, dressed as "Arry The Arrow" for the duration of the day.

The team member targeted people entering Aintree and directed them to the Bet Fair tent. He also interacted with the public, shaking hands, hugging people, jumping around a lot, cheering the horse races and entertained people in the Bet Fair tent.

Results:

• "Arry The Arrow" proved to be a very popular character, with many people asking to get their photos taken with him.
• The costume generated a positive reaction from everyone attending the event.
• Younger women proved to be the most receptive to the costume promotion with a large majority commenting that 'Arry The Arrow' was 'really cute'.
• The vast majority of people encountered paid a visit to the Bet Fair tent as a result of their interaction with 'Arry'.
• Everyone in the Bet Fair tent was hugely entertained and pleased with 'Arry'.