@Betfred has been the title sponsor of the Betfred World Snooker Championship for the last three years. As a result, the bookmaking chain was keen to maximise the deal's value both in terms of building the brand and awareness of the sport.
The championship was set to run from 21 April to 7 May, when public and media interest in snooker was likely to be at a peak. So timing was crucial to the campaign.
@Betfred realised it could meet its objectives through linking with a Twitter UK sponsorship campaign with Eurosport.
The Eurosport sponsorship ran for the duration of the Betfred World Snooker Championship. A 6-second Pre-roll was produced featuring the message “Proud Sponsors of the Betfred World Snooker Championship”.
This provided @Betfred with the opportunity to deliver its brand messaging to an engaged audience of sports fans in the UK. Event and follower targeting was also applied to the campaign to reach more audiences of snooker and sports fans.
It also led to Betfred being able to generate a marketing funnel on the platform to drive acquisition and app install leads with an engaged customer audience through retargeting.