Ingenious marketing tactic deployed by Betfair

Betfair marketers have just completed an innovative and attention-grabbing project in the Midlands city of Hull, where the favourite football team is facing relegation in league competitions.

Pinning the innovative project on a desire to cheer up Hull fans, Betfair organised a publicity campaign built around a drone hovering over the city and randomly dropping a GPS and parachute-equipped package containing GBP 5,000 in crisp new banknotes.

The company used social media and video channels to create excitement and participation among the younger Hull demographic, giving clues as to where the package might land based on the GPS capability.

Hundreds of fans joined in the hunt, which was won by 23-year-old Chris Short, a systems and marketing analyst with a local company who used an early lunch break to good effect, finding the packed under a hedge, the Hull Daily Mail reported.

“I saw Betfair announce the ‘Fan Parachute payment’ through twitter this morning, and as I work a few minutes down the road I instantly recognised the rough location that the drone had apparently dropped the £5,000,” Short recounted later.

“When I got there, there were loads of other Hull fans on the same mission as myself. Luckily for me I walked down the path beside the field and spotted the package next to the hedge.”

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