The move, which Betfair claims is an industry first, will see the gambling firm push odds for the Chelsea v Everton and Crystal Palace v Manchester United Premier League fixtures on Saturday 22 February.
The company is promoting the service primarily to its social media following encouraging them to follow the “Betfairofficial” Snapchat profile. Rather than the current odds of 6/4, users will be able to place a maximum £10 bet on enhanced doubles odds. It follows a similar promotional template the brand used when it first began offering exclusive odds via its Twitter profile.
Betfair says the trial is for this weekend’s matches only but will look to extend the service if it proves successful.
Mark Ody, brand director at Betfair, says: “Snapchat is a relatively new, yet rapidly growing social media platform, which I’m certain will play a huge role in the marketing mix of companies going forward. 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.”
The gambling firm, which has placed mobile at the core of its off-line marketing activity though apps and social media, has been experimenting with other emerging channels such as Vine.
Betfair joins the growing number of brands using Snapchat as a marketing tool. Unilever’s Lynx brand became one of the first to use the app last summer. Snapchat has since ramped up efforts to push its advertising offering with the appointment of former Instagram commercial chief Emily White last December.