In one of the stand-out campaigns of 2011 we created synergy between Betfair and Beach Volleyball to promote Betfair’s mobile offering.

We negotiated a deal with Team Mullin-Dampney, the number one British beach volleyball duo, to position a Betfair QR code on the players’ kit during the high-profile London 2012 beach volleyball test event on Horseguards’ Parade. When photographed, the QR code drove people to a Betfair free-bet and registration page.

Working with Betfair’s consumer PR agency and sister Engine company family Mischief, we held a photoshoot with Shauna Mullin and Zara Dampney and distributed the images to the media before the test event on 9th August 2011.

The story became a phenomenon in the national and international media, resulting in thousands of stories, big increases in traffic to Betfair Mobile and Betfair mobile app downloads, and a 350% increase in social media fan acquisition.