Entrant: Skinny Marketing Nominee: TAB - Racing Industry Transition Agency Awards: Industry Gold - Other - B2C, Nexus Gold - Media and/or Channel Utilisation, Channel Silver - Email Marketing
Increasing TAB revenue from the 2019 Cricket World Cup, when the games were being played on the other side of the world, meant finding a way to keep fans engaged and placing bets before game day. TAB Blast a Boundary was a digital Cricket game that gave customers the opportunity to face virtual balls the day after placing a qualifying bet. Their virtual run tally could win them Bonus Bets and entries in a Grand Prize draw.
At 10am each morning, over the 47 days of the Cricket Word Cup, all eligible TAB customers received a unique email inviting them to play on the personalised game website. The site showed the player’s name, current run total, number of entries, daily prize pool and data regarding the amount of Bonus Bets they had won so far.
Knowing that up to 70% of entries would be played on mobile devices, the game was designed with mobile optimisation as a top priority.
The performance of TAB Blast a Boundary was measured against a non-playing control group. There was a huge 145.4% uplift of in betting days and the number of bets per player rose by 183.3%
The campaign also had fantastic email engagement results, with an average unique open rate of 59.5% and average unique click-through rate of 56.7% from 316,426 emails sent over 47 days. And a staggering increase in incremental betting meant TAB Blast a Boundary smashed its objectives out of the park with was a massive 1500% ROI.
The TAB Blast a Boundary email and game strategy is a supreme example of channel utilisation to drive incredible results form a small targeted customer segment. The campaign relied on email marketing to drive daily communication with players. Highly personalised and measurable communications were key to delivering the campaign’s success.