Case Study

With First View, SNAI owns the Euro 2016 gambling conversation in Italy

Key results

The opportunity

SNAI is Italy’s most popular gambling brand. But when it came to mentions on Twitter, found itself in third place among its competitors. It saw the massive buzz around Euro 2016 as a golden opportunity to dominate the gambling conversation on Twitter, building its follower base – and its business.

The strategy

SNAI put a number of Twitter tools to work for its Euro 2016 campaign. It created an online tournament, inviting people to play by Tweeting their Euro 2016 predictions with the hashtag . In addition to regular users, it involved influencers across Italy in , and then ranked them according to their accuracy.

To make unmissable, SNAI ran a First View campaign. This meant that for a full day it had a Promoted Video in the top advertising spot on Twitter, while it claimed the top trend spot by running the hashtag as a Promoted Trend.

continued its always-on campaign, providing ongoing match updates and odds. It used rich media and interactive formats to engage users, with Tweets featuring GIFs, polls, Promoted Video and Conversational Video. Moreover, it kept its organic activity strong, through sharing its own news articles and Retweeting influencers who were Tweeting about or .

Own the conversation with First View.

With First View, ’s video and hashtag had the best ad spots on Twitter for a full day. The brand was able to rise to the top of Euro 2016 conversation, and drive mass awareness of its competition.

Build a strong base with always-on activity.

SNAI was well positioned to take advantage of the buzz around a major event like Euro 2016.  It had developed a large, engaged user base through an “always-on” approach to Twitter. runs ongoing campaigns that encourage user engagement.

Use influencers to speak for your brand.

ensured influential Tweeters’ voices were heard throughout the conversation, both by involving them in the competition and by Retweeting them regularly.

Invite interaction with Conversational Video.

With Conversational Video, turned its video content into an interactive experience. Strong calls to action drove engagement and sharing.  By making it simple for users to Tweet its messages, SNAI extended its campaign further across Twitter.

The success

Thanks to its campaign, SNAI moved from third to first place among gambling brands mentioned on Twitter in Italy, to taking 70% of the total gambling mentions. It saw average engagement rate of 3.08%, a rise of 88.9% over its previous average of 1.63%.

During the campaign, SNAI gained 4,000 new Twitter followers (an increase of over 50%) and 8,400 new clients. Its online bets during the campaign totaled €24 million.

Twitter is a perfect platform for a competition like #TwittEuro16: Users can engage celebrities without filters, this enables conversations around events, results and forecasts.”

Alessandro Allara (@aallara), Director of Online, SNAI

Solutions used

Creative Canvas

Brands on Twitter are connecting with users in unique and creative ways every day. And so can you.

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Expanding reach

Tweets are everywhere. And this enormous, international real-time reach is within your brand’s grasp.

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