Betfair are working with Essence digital to launch the Euro Team Selector, a brand new Facebook app to excite football fanatics throughout the Euro 2012 football tournament.
The Euro Team Selector app, which was designed by Essence, challenges Betfair Facebook fans to use their football knowledge to select the team line ups that they think will be fielded by each nation for each game. Further to this, the app extends the challenge by also offering users the chance to predict other factors in the game, including goal scorers, winners and yellow cards. Prizes will be awarded each round to the user who makes the most accurate predictions, with a grand finale prize being awarded at the end of the tournament to the user who has been most successful overall.
The Euro Team Selector app, has been designed by Essence to tap into the underlying interests of Betfair consumers, driving engagement and interaction among the existing audience as well as attracting wider sports fans to join the Betfair Facebook page. To further support the launch of the Facebook app, Essence will also be managing the planning and buying of social ads to generate wider Betfair brand awareness, and interest in the app, among football fans all over Europe.
Chris Harrison, Head of UK Acquisition at Betfair comments:
“The Euro 2012 championship is one of the most exciting sporting events in the calendar for our customers this year. For this reason, we wanted to create an app that would create excitement and engage our existing fan base, as well as interest new fans in the Betfair brand by bringing them to our Facebook page. The app that Essence has designed and implemented ticks all of these boxes for us. It allows our customers to communicate to one another, strengthening our online community, giving them a chance to show off their football expertise.”
Will Frappell, Betfair Account Director at Essence Digital adds:
“For brands, Facebook should be an interactive channel that is used to engage and create conversations with their followers. The focus should always be on adding greater value to the consumer’s brand experience. That is exactly what we have achieved with Betfair’s Euro Team Selector app, which is designed specifically to deliver interesting and interactive content. The app delivers to the target audience of sports fans more of what they want from Betfair, in a fun and challenging way. Working alongside Betfair on one of the most anticipated football events of the year has been an amazing opportunity for Essence, and one that we have extremely enjoyed.”
The Betfair Euro Team Selector app will launch on the Betfair Facebook page on Wednesday the 23rd of May and run for the duration of the Euro 2012 Championship.
