SOCIAL MEDIA CAMPAIGN
BRIEF: To educate wider audiences of the free-to-play unique initiative and encourage growth in retained weeklyentrants. Grosvenor Goals is a weekly competition where entrants have the chance to win £1 million cash. Entrants guess the 10 Premier League players who they think will score first in their respective matches during a gameweek – guess correctly, win the million.
RESULT: We combine owned creative graphics with paid media targeting in order to announce the weekly competition on social and encourage new audiences to enter. Throughout the 2018/19 season, we harnessed a partnership with Geoff Hurst to front the competition, with an added extra to pit your wits against the ex-England striker’s first goalscorer picks for each gameweek. Those who picked four or more correct names would win a free bet.
Typically we spend £100-a-week on Twitter for each announcement graphic, reaching 20K-30K new people, with an average cost-per-click to the competition landing page of £0.35. We run this from midweek until half-an-hour before the first match kicks-off.
With every entrant signed up to Grosvenor Goals is another potential retained customer for Grosvenor Sport. Since the turn of the year, we have driven 5,000+ clicks to the competition entry web page.
To help visualise the entry mechanic, we release a graphic each week with Grosvenor Sport’s predictions for each specific round of fixtures. To support this, we’ll write up a short insight for the choice of each player, which is hosted on the Grosvenor Sport blog as a long form written piece.