Bendalls Group Will Be Working With Betfair UK On a Social Media Marketing Campaign

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Bendalls Group will be working with Betfair UK on a social media marketing campaign as a test in market. The campaign will launch in February 2009 and will focus on Betfair's sports prediction game TaiKai.

We are excited at the prospect of working with TaiKai and testing social media as an acquisition channel. The campaign will have a UK focus, but will not be limited by geographical region, we will also distribute content throughout Europe, by interest group.

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Bendalls Group have won business to launch a social media marketing campaign for TaiKai, the sports prediction game. The companies have agreed a cost per acquisition element for the campaign that will test the emergence of social media as a customer acquisition tool as well as a robust marketing mechanic to generate conversations, referrals and brand awareness. The campaign will include online consumer relations, widgets, ratings and reviews as content pieces to engage social communities to try out TaiKai as a fun and engaging product.

Fi Bendall, Managing Director, Bendalls Group said, "We are excited at the prospect of working with TaiKai and testing social media as an acquisition channel. The campaign will have a UK focus, but will not be limited by geographical region, we will also distribute content throughout Europe, by interest group."

Ana Melnic, Online Acquisition, Betfair added, "We like to be innovative with our marketing activity. TaiKai is a highly engaging sports prediction game and social media marketing is a natural fit as a customer engagement tool. Bendalls Group have a great deal of experience across social media and digital channels so were an ideal choice to partner with us, as we test social media as a marketing tool for the product."

Editor Notes:

About Bendalls Group:
With offices in London and Sydney, Bendalls Group has 22 years digital experience in Europe and Australia. The company operates as a strategic digital business specialist working with clients and key partners in industry to service clients.

About TaiKai and Betfair:
Launched in 2008, TaiKai is the most recent addition to Betfair's portfolio of products. TaiKai is an online sports prediction game that enables friends and others to predict the outcome of sporting events and compete for fun or real money. It is the ultimate game for players to prove their opinions.

Betfair is the world's biggest online betting community and pioneered the first successful betting exchange in 2000. Driven by cutting-edge technology, the company processes 5 million transactions a day from its 2 million registered customers. Betfair offers a portfolio of innovative products including sports betting, casino, exchange games and poker. Betfair has twice been named the UK's 'Company of the Year' at the Confederation of British Industry's Emerging Business Awards and remains one of the only betting companies to win a Queen's Award for Enterprise, being recognised for Innovation in 2003 and most recently for International Trade in 2008.

Betfair currently employs over 1,350 people, principally in London, Malta and Tasmania. The company is a licensed betting operator in the UK, and holds licenses in Australia, Germany, Austria, Italy and Malta.

Press Enquiries
UK: Inge Dunbar, Bendalls Group London, +44 (0) 207 193 3131
Australia: Fi Bendall, Bendalls Group, Sydney, +61 (0) 2 8003 3883

Betfair: Andy Lulham, +44 (0) 208 834 6629 andy.lulham (at) betfair (dot) com

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