Sky Sports subsidiary @Super6 offers football fans the chance to win a cash prize for guessing six correct football scores.
The competition has a weekly jackpot of £250k, but at key times the jackpot is raised to £1m. It was felt Twitter could play a major role in improving awareness of the £1m jackpot while driving installs of the @Super6 app.
Twitter’s targeting functions, and Video App Card allowed @Super6 to target key audiences in a eye-catching way.
It was decided the best way to emphasise the £1m jackpot was to reveal a moment where a winner discovers they have scooped the big prize.
@Super6 used a telephone recording of a winner being informed they had won. It played via a video, which caught the eye with moving text from the conversation.
The target audience was 18+, with an interest in sports and/or betting. It did this by utilising Twitter's handle, demographic, location, and TV schedule targeting functions.
Audience Exclusions were also used to ensure @Super6 was able to build on acquisition performance. As opposed to focusing on existing customers, @Super6 aimed to drive awareness to a new pool of potential customers.