Betfair in cheeky advertising deal

Online betting exchange Betfair have entered into an advertising deal with the British Women’s beach volleyball team that will see Quick Response (QR) codes printed on the back of the team’s bikini bottoms.
QR Codes can be read by software, usually offered as a free download, on smart phones.  The QR Code, once photographed by the smart phone, will direct users to a Betfair website.
Zara Dampney and Shauna Mullin are the first sportswomen to “rent their rears” encouraging spectators to photograph their bikini bottoms, reports Marketing Magazine.
As part of the sponsorship deal, the company will be doing a marketing trial of the technique over the duration of the London 2012 beach volleyball tournament at Horse Guards Parade in London this week.
Andy Lulham, UK sports and marketing PR, Betfair said: “There is huge interest in beach volleyball and we want to ensure that our advertising campaign is seen and remembered by as many sports-fans as possible.
“As far as we’re aware this is the first time QR codes have been used in in-play sports advertising and what better way to test its effectiveness than by putting them on one of the places that is likely to get photographed the most.”

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