Launched by Trinity Mirror Group, the marketing team originally intended to make use of subsidised space in the company’s daily publications to advertise the online betting site.
However, we advised them to put their small marketing budget into an online game that treated the impending election as a horse race. Having played the game, the players were directed through to the site to receive a free £10 bet if their candidate had won.
Trinity Mirror Group received 6,500 hits in the week prior to the game being sent out. In the first two days after the game was launched, the site had over 250,000 hits.