Betfair embraces Snapchat for marketing
Operator becomes the first to use mobile messaging app to distribute enhanced odds offers
Betfair has become the first egaming operator to use mobile messaging app Snapchat to send customers exclusive promotional offers.
The operator has set up an account on the photo sharing app, and users who follow the account will receive special offers on Premier League fixtures.
The campaign will start this weekend with users set to receive enhanced odds on the Chelsea vs Everton and Crystal Palace vs Manchester United Premier League fixtures taking place on Saturday afternoon.
The offer will only be available to the first 500 customers that click through from the received message and Mark Ody, brand director at Betfair, said Snapchat was a perfect fit for the operator as a marketing tool.
âSnapchat is a relatively new, yet rapidly growing social media platform which Iâm certain will play a huge role in the marketing mix of companies going forward,â Ody said. âIt has huge potential for us as a business.â
Snapchat was initially released in September 2011 and began to grow in popularity throughout 2012 prior to raising US$60m in a June 2013 funding round led by venture capitalist firm Institutional Venture Partners.
Snapchat turned down a cash offer of $3bn from Facebook in November 2013, with press reports suggesting that Google was also unsuccessful with a $4bn offer.
News of the tie-up comes after BetVictor this week launched its Instabet app which delivers price offers exclusive to mobile using via push notifications and allowing users to bet with just one tap.