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Unibet’s Maria Casino to focus on monetising the UK’s luck and superstition with content drive

Maria Casino is exploring how it can tap into the UK’s luck and superstitions to boost awareness and players to its site after the results from a three-tiered campaign proved it was a good gamble.

The gambling firm worked with agency Roast to implement the strategy, which saw it take an alternative approach for its first campaign by leveraging insights into people’s luck and superstitions for its own gain. It aimed to make the day lucky for one in three players of a specially built game that offered 420 European flights, iPads and other prizes. The game was successful in driving 52 per cent of the gambling brand’s traffic on the day it ran, while it also increased brand searches by 51 per cent.

It was split over three phases, with each focusing separately on lifting awareness, traffic and new players.

The first part of the campaign identified Portsmouth as the ‘luckiest city in the UK’, based on actual online wins, followed by Liverpool, Bangor, Manchester and Chichester in terms of luck.

The next part of the activity looked at the nation’s view on superstition and found that nearly half (47 per cent) of 500 people surveyed would describe themselves as superstitious, whilst 3, 7 and 13 were among the luckiest numbers. Exploring the nation’s fear of omens, the research also found that broken mirrors, walking under ladders and opening umbrellas indoors are among the most feared.

For the final part of the campaign, Maria Casino used the insight that social mentions around ‘unlucky’ peaked at 24,000 during a typical Friday 13th. Consequently, the campaign exploited that spike in mentions, using a promoted Twitter campaign combined with Adwords PPC activity to push traffic to the site.