Ubet is upping its investment in social media as the betting brand looks to engage consumers and combat the “sameness” of advertising in the betting space.
The brand, which was launched 18 months ago, is the new iteration for giant Tatts Group, which is made up of brands such as TAB, TattsBet, FootyTab and Telebet, to name a few.
In recent months the brand has launched several social campaigns under the banner of 'Ubet We Can', with the aim of establishing itself as a premium betting offering that doesn't need use “low-brow” humour to attract attention.
General manager of brand for Ubet, Penny Glasson, told AdNews that Ubet is using social as a channel to drive engaging content as opposed to using traditional media. She says its 'Ubet We Can' campaigns have received “incredible cut-through” despite the brand only being new to market.
“We're following a simple formula [with content], if it's cool and funny and can also connect with people on an everyday basis, then we find that it is a far stronger platform than spending millions of dollars on annoying people through TV channels," she says.
Glasson says TV still works for brand building, however Ubet is focusing more and more on digital channels.
“Because of click-through rates with digital platforms and the power of targeting we really see that it's a valuable space,” she says. “So were shifting from a more traditional mix into the more digital landscape.”
The brand's latest 'Ubet We Can' campaign is driven by AFL legend Jonathan Brown and punters being able to earn 'Browny Points' to go and watch more footy.
The campaign rolled out last week and in just over 24 hours it had received almost 250,000 views, reached more than 600,000 people, and around 40 punters were rewarded by Browny himself for sharing how they earned their Browny Points during an activation in Melbourne.
The betting industry faces strict regulation about the types of advertising it can run, but despite that Glasson says the industry is a “marketers dream”.
“It's so highly competitive that you can't rest of your laurels and keep rolling out the same thing ... You need to be able to react and respond quickly; for us we've had to drive retail but at the same time establish a new name into the market," she says. "We've had to balance those two objectives, this campaign specifically aims to get people connect with Ubet and draw an affinity back to the brand and at the end of the day drive advocacy."
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