Over Christmas, Casumo unleashed the Super Snowball - an in-app game that offered players the chance to get their mitts on all sorts of prizes and rewards, from free spins and cash to a weekly prize draw with everything from Harley Davidsons and safari trips to fully kitted out man caves on offer.
Our task was to take a slice of the Super Snowball action to a whole new audience of entertainment lovers, primarily men in their 20-30s, and encourage them to try out Casumo for themselves. In order to build brand awareness, buzz and drive people to site, we wanted to give the campaign a compelling and interactive real world presence that engaged people directly in the campaign and incentivised play.
Bringing the campaign creative to life in the real world, we created a giant, gamified version of the Super Snowball. Packed with prizes, the aim of the game was to guess the time it would take to free each prize from its frosty grip.
Partnering with Unilad, we broadcast our super snowball gameshow live for 1 hour via facebook, introducing the brand to a massive new, hyper targeted audience. Led by our presenter (and audience favourite) Thomas Gray, we tackled the icy sphere with everything from a hot brew to chainsaws to try and release the prizes from its grip. Viewers were invited to guess the right time that each prize would fall out for a chance to level up their 2018 courtesy of Casumo.
As well as the prizes on offer inside the snow ball, we incentivised site visits with a limited time cash prize draw offer for new sign ups.
WHY IT WORKED
- Working with the facebook algorithm to jump to the top of the feed
- Tapping into facebook audience preferences:
82% prefer live video from a brand to social posts
- Engaging potential customers directly:
Facebook Live videos are watched 3 x longer than videos that aren’t live and generate up to 10 x more engagements
- Creating a close link between digital activation and digital product - casumo.com is just a click a way
- A brave/bold digital partnership with an influential cultural platform with a great brand fit.
- Mass reach (36M facebook followers, 2 million instagram followers)
- Hyper targeting a relevant audience of entertainment fans + solving the problem of age gating for a gambling brand.
HUGE REACH & ENGAGEMENT IN 1 hour =
A MASSIVE NEW AUDIENCE FOR CASUMO
- Top viewing audience of 25-35 yr old males
- Positive sentiment and clear audience understanding of the campaign, brand and product
- In 1 hour we hit 900k reach, 270K live views and 16k engagements.
- Total of 643,017 views, 18,403 engagements and reach of 2.5 Million
- Clear uplift during the 1 hour live stream in page views, users and twice the standard sessions.