Betfair launches Euro Team Selector Facebook app with Essence

Chris Harrison, head of UK acquisition at Betfair, said: “The Euro 2012 championship is one of the most exciting sporting events in the calendar for our customers this year. For this reason, we wanted to create an app that would create excitement and engage our existing fan base, as well as interest new fans in the Betfair brand by bringing them to our Facebook page. The app that Essence has designed and implemented ticks all of these boxes for us. It allows our customers to communicate to one another, strengthening our online community, giving them a chance to show off their football expertise.”

Will Frappell, Betfair account director at Essence digital, added: “For brands, Facebook should be an interactive channel that is used to engage and create conversations with their followers. The focus should always be on adding greater value to the consumer’s brand experience. That is exactly what we have achieved with Betfair’s Euro Team Selector app, which is designed specifically to deliver interesting and interactive content. The app delivers to the target audience of sports fans more of what they want from Betfair, in a fun and challenging way. Working alongside Betfair on one of the most anticipated football events of the year has been an amazing opportunity for Essence, and one that we have extremely enjoyed.”