It is hoped the gambling site’s social media activity in particular will highlight its differences from competitors, particularly its value proposition. Betfair is one of the few companies to allow gamblers to bet at odds set by other users, rather than by the bookmaker.
As part of the activity, Betfair’s digital agency Essence has created a Facebook app that allows consumers to select the team lineups they think will be fielded by each nation for each game for the chance to win prizes. It will launch in the coming days and football fans will be pointed towards the app via paid-for social ads.
The Euro Team Selector app has been built in the bid to attract wider sports fans to Betfair’s Facebook page, although the bookmaker’s global head of online marketing says it is not being used for a short term acquisition drive.
“This is about bringing in the right customer that will be valuable for the long term. We’re not looking for one off punters, but if we get people in at the start of the tournament they are more likely to stay with us for longer,” he adds.
Ultimately, Betfair hopes it can use its social media activity as a “spring board” to launch more social gaming products. Companies on Facebook are not allowed to reward users with cash, but can offer other prizes.
“There is a big opportunity in this space and a synergy with what people are doing with social gaming and our ambitions in the gambling sector,” Carter says.
Betfair has also launched a Euro 2012 iPhone app and will extend its TV campaign to have a focus on the tournament but it will continue to reinforce its value messaging.