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Summary
To raise brand awareness and sign-ups for Denmark’s largest online roulette, MX Partner Lab created original advertorials as well as a Facebook Live show, which resulted in an increase in ad awareness of +550% and total customer increase of +37%.
Mission
To create brand awareness, engagement with the target audience, and sign-ups for the online casino, Maria Casino. The KPI’s of the campaign was to create as many sign-ups for Maria Casino as possible. In addition, a combination of live show audience members on Facebook and minutes viewed for the primary target audience were measured. The primary audience of the campaign were men aged between 20 – 35 from suburban Denmark.
Creative idea
The idea was to involve the audience by giving them entertainment and excitement. The first step was creating awareness through advertorials about people who had won money through games on Mariacasino.dk. The second step was to promote the live show “Denmark’s Largest Live Roulette” on Facebook Live through a street event. The third step was a daily live broadcast of TV shows on metroxpress’ Facebook page with as much interaction with the audience as possible.
To reach the objectives, they developed a strategy that would differentiate Maria Casino from other gambling sites.
Solution
MX Partner Lab was one of the first companies in the world to use Wirecast to transmit a live-show through Facebook Live. The purpose was to create brand awareness, engagement with the target audience, and sign-ups for Maria Casino.
The objective of the campaign was to raise awareness about the new product “Live Roulette” for Maria Casino.dk. Second, to attract new players in a very competitive industry with many disloyal players. Lastly, to change the perception of Maria Casino as a brand and as a casino site.
To reach the objectives, they developed a strategy that would differentiate Maria Casino from other gambling sites. Their focus was on the message of the new product, “Live Roulette,” and the rebranding of Maria Casino by creating engagement with the target audience. This led to user-generated content on social media.
Size of team involved
To accomplish such an extensive campaign, a large team e ort was put forth. There was cooperation with the creative division of MetroXpress, MX Partner Lab, the video production company, Tellymo, the media agency, TreKroner-Media and the customer, Maria Casino.
Platforms
A wide array of platforms was used to execute the campaign. They produced 21 print advertorials that were supported by their digital equivalents on mx.dk. However, they also used dynamic advertising on MX Train TV in and outdoor advertising during the street event. The primary channel was Face- book Live, where all the live shows were executed.
The Facebook post, with the help of the host of the live show, had very high engagement rates with the audience.
Results
The five live shows of 20 – 25 minutes broadcasted on Facebook Live created 10,340 sign ups, which was above expectation. The shows had 94,002 views and 113,356 total minutes viewed. The Facebook post, with the help of the host of the live show, had very high engagement rates with the audience, which gave the post 8,508 comments/shares and 33,608 total clicks. At the same time, Maria Casino also felt the positive impact of the campaign. Their brand awareness increased by +51% and considered brand + 32%.
The campaign was also successful in creating an increase in active players of Maria Casino’s game Live Roulette of +163% and an increase in revenue of the astounding amount of 182%. All in all, this was a very successful campaign that exceeded all expectations and KPI’s.
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