In principle, for this promo it was necessary to shoot just three videos – one per club: for Zenit, Krasnodar and Lokomotiv. Only in this form, clubs could harmlessly advertise on their sites. We have achieved the inclusion of this contract clause for the soft contact between the audience and the client’s brand through a kind of gasket of your favorite club.
The result was three good, non-aggressive, trustworthy commercials which, relying on the overall results, worked perfectly well.
As for the IT component of the promo, it was developed by us and implemented on the 1xStavka site. They have an amazingly convenient site, but we are well versed in marketing and behavioral patterns of consumers, so this product was developed by us in-house, and implemented in close cooperation with colleagues on the client side. As practice shows, the best results are obtained when everyone does his own business, as it happened this time.
The celebrity pool for filming commercials was determined from among the players of Zenit, Lokomotiv and Krasnodar, so in fact the choice almost in all cases was obvious. Artem Dziuba - as a popular favorite, Alexei Miranchuk, as a rising star and the hope of the team, and Yuri Gazinsky - the star of Krasnodar and the owner of the image of "one of the guys". We cannot say that this set was uncontested, but it was definitely optimal.
The prize fund, three cars, were purchased immediately and delivered to the stadiums. After participating in the shooting of the video, they all took their places of honor on the stands near the stadiums. People should see what they are competing for, and that the prize is already materialized and awaits them.
The debriefing was, of course, live and was as transparent as possible. But we decided to deliver the cars to the winners in an original way, and later it became a kind of standard and tradition. We handed all the cars to the winners right at the stadiums. The prize was transported to the field and the lucky one received the keys to it in a festive atmosphere from the top management of the partner club and BC 1xStavka. It is interesting that the winners, standing in the under-stands and seeing the car on the field in front of them, until the last did not believe that they really would receive it, and that there might be some pitfalls. And how pleasant it is at such moments to answer the question “so what, can I just leave from here by driving it?”, with “yes!” and see a man’s happy, slightly bewildered smile.
“Came. Bet. Left”- is the first promotion of BC 1xStavka with three partner clubs: Zenit, Lokomotiv, Krasnodar, and the first of its kind for domestic football and the gambling industry. The objective was to increase the loyalty of the existing customer base and attract new ones. At the same time, we should have understood that the promo was not to scare away the fans of the remaining clubs of the Russian Premier League, so the prize pool consisted of three different cars. Thus, the participant chose not so much the club for which he was a fan, as the car he wanted to get.
This tactic worked - research on social networks showed that, for example, a large number of fans of Spartak, CSKA, etc. took part in the action under the banners of the partner clubs of 1xStavka. And not only participated, some winners were also fans of other football clubs.
We fulfilled all obligations to the client, completed KPI, and an additional marker of success for this promotion was the fact that 1xStavka decided to bring it to the second season as well.