When it comes to social networking, the online gambling industry tends to fall behind other businesses – but Betfair aims to change that. The online bookmaker is expanding into social networks beyond Facebook and Twitter by launching a campaign on Snapchat. This weekend, Betfair will send exclusive odds on big games to its followers on Snapchat.
Players who are interested in betting on Chelsea vs Everton and Crystal Palace vs Manchester United should follow ‘betfairofficial’ on Snapchat to get better odds. For example, players who wager on the matches using Betfair’s website or mobile app will get odds of 6/4. Snapchat followers will be able to receive double odds for £10.
This is a similar model to the marketing plan that Betfair employed when the company first started offering promotions on Twitter. The microblogging site turned out to be an effective social media marketing tool, and now Betfair hopes to see similar success with Snapchat. If players are receptive to this promotion, then Betfair will continue launch more Snapchat promotions in the future.
“Snapchat is a relatively new, yet rapidly growing social media platform,” says Mark Ody, Betfair’s Brand Director. “To be one of the first brands, and the first betting company, to make use of the platform is very exciting. It has huge potential for us as a business”. If you are unfamiliar with Snapchat, it is a media-sharing app that allows users to send photos for a limited amount of time.
Users take a photo, send it to their friends and choose how long they will be able to view it. It has become incredibly popular, and has attracted millions of users worldwide. Snapchat is just one of many social media outlets that Betfair is exploring. In the future, we may the bookmaker using platforms like Vine and Pinterest to launch promotions for punters.
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