The Ask

Project Overview:

To promote Sportsbet.io to gain awareness, the client wanted to conduct a sweepstakes at the 2021 Bitcoin Conference in Miami, Florida by offering a 2021 Lamborghini Huracan EVO, or optional $250,000 USD worth of Bitcoin Cryptocurrency. Sportsbet.io featured the Lamborghini Huracan EVO at their booth at the conference to draw attention to the campaign and encourage conference attendees to visit their booth and to enter the sweepstakes. This campaign was driven heavily by social uploads through Twitter and Instagram.

In Market:

June 3 – June 5, 2021 (3 days).

Lead Time:

Less than 5 weeks.

Objectives:

To spread awareness to existing customers and introduce new cryptocurrency prospects to Sportsbet.io.

Target:

Consumers from the U.S. and Canada (excl. Quebec) who are in the cryptocurrency community.

Deliverables:

Contest design, copywriting, development, custom merchandise including shirts and banners, on-site iPads, expedited shipments, winner outreach, reporting, conference support.

The Reward

Prizing

Prizing included 1 grand prize of a 2021 Lamborghini Huracan EVO valued at $274,250 USD with the alternative option of $250,000 USD worth of Bitcoin Cryptocurrency.

Awarding

This prize winner was selected and contacted in-person on the final day of the conference on June 5, 2021. Once the winner was confirmed and the release form was signed, the winner was announced on stage during the happy hour event to close out the conference.

The Architecture

Site Flow

Users were driven to the sweepstakes website where they were asked to provide their personal details and optionally opt-in to marketing communications.

Entrants were required to snap a photo of themselves with the Lamborghini displayed at the conference and upload it to the sweepstakes website which hosted all photos in a public facing gallery. Entrants were required to visit the sweepstakes microsite and opt-in by providing their first and last name, email address, country, postal/zip code,mobile number, Instagram and Twitter handles.

Finally, entrants were asked to post the photo of themselves with the Lamborghini on their Instagram and/or Twitter accounts tagging @sportsbet.io and using the hashtag #sportsbetlambo to be eligible. Professional staff were available to assist with the photo and registration process as well as to protect the vehicle.

The Flow

We use Google Analytics to provide deep analysis into users that visited the contest website.

1. Landing Page

2. Registration Form

3. Gallery

The Results

In just 3 days, the WIN A LAMBO campaign received a total of 1,973 entrants, 376 shares and 8,744 visits and 17,449 pageviews. Most notable that this was a closed campaign, open only to visitors at 2021 Bitcoin Conference held in Miami, FL., on June 3 - June 5, 2021

17,449 pages viewed
8,744 visits to microsite
1,973 photos posted
376 social shares
1 winner

The Marketing

The team leveraged multiple marketing channels including paid and organic social, as well as email. An on-site booth was setup displaying the prize: A 2021 Lamborghini Huracan EVO. Event staff at the booth handled iPads and assisted visitors to the booth in taking photos and entering the sweepstakes. Promotional T-shirts, tank tops and banners were created as part of the ask and were shipped down to the on-site staff to wear and display at the conference.

Highlights from Sportsbet.io’s WIN A LAMBO booth at the 2021 Bitcoin Miami event.

The Partners

This particular promotion was being held at the largest Bitcoin event that has occurred annually since 2019. Each year this event attracts visitors from all over with keynote speakers like Edward Snowden, Jack Dorsey, Tony Hawk, and Ross Ulbricht to name a few. The event was held in Miami, Florida from June 4-5, 2021 and attracts 35,000+ attendees and 3,500+ attending companies. Those that attended can be broken down as follows, 1% are Ultra-High Net Worth (1,000+ Bitcoin), 19% C-Suite and Founders, 25% Senior Leadership, 30% Bitcoin Holders and 25% Precoiners.

Due to the timely nature of this promotion, start to finish was just under 5 weeks. During this time, partnerships were forged in a flash with event staffing through BK on the SCENE and our exotic vehicle solutions provider Imagine Lifestyles in Miami. Most notable was that this event was managed during the pandemic of 2021.

RAVEN5 specializes in contests, sweepstakes and promotions.

Imagine Lifestyles provides anything and everything for the deserving elite.

BK on the SCENE provides staffing solutions for events, galas and festivals alike.

iCandy has top-notch models ready to address your specific needs.

The Analytics

We use Google Analytics combined with our platform statistics to provide analysis into users that visited the contest website.

The Observations

The Sportsbet.io WIN A LAMBO campaign was a success, with 1,973 entries, 9,416 visits and 17,979 pageviews.

The program launched June 3rd, 2021 and ran for 3 days, concluding on June 5th.

The prize of a 2021 Lamborghini Huracan EVO was by far the most expensive single prize ever awarded, valued at $274,250 USD.

The program received 172 entries on the first day at the event, just over 900 entries on the 2nd day and almost 900 entries on the last day.

The program gathered 1,973 entries including email addresses of a highly targeted audience that can be leveraged for future marketing opportunities.

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