LeoVegas marketing campaign heads to the toilet

LeoVegas marketing campaign heads to the toilet

Wednesday, August 24, 2016 Posted by Andy McCarron
Launch of an innovative marketing push from mobile operator

A toilet-based approach to marketing to men from mobile sportsbook provider LeoVegas.com has been branded 'truly innovative and unique' by the company's UK team.

The interactive toilet-based ad campaign was launched to celebrate the start of the 2016 Premier League season. The campaign places a HD screen above some urinals featuring a game that challenges men to see how many virtual penalties they can score while they are using the facilities. The game will be activated at the urinals during Premier League matches at over 60 bars and pubs throughout the UK.

Shenaly Amin, UK Country Manager at LeoVegas, said: “This is a truly innovative and unique ad campaign. It is a completely different and creative way of engaging with our target audience and we expect it will certainly get people talking! Young men in pubs and bars are our ideal target audience, so raising awareness of the brand among this demographic is crucial for us, and will help us to further drive brand advocacy and sign ups.”

The concept involves the simple installation of a revolutionary interactive media system with a HD screen above any standard urinal. The screens show media content of the venue’s choice, until the urinal is in use, when the LeoVegas game will be activated and controlled by the user’s stream.

The targeted ads are designed to raise awareness of LeoVegas Sport and generate a buzz around the brand. The game screens all feature online leader boards, which will help to create friendly competition among players.

The game is currently available in major UK cities including Newcastle, Leeds, London and Nottingham in bars such as Tiger Tiger and Zoo Bar and Club Leicester Square.

Totally Gaming Says: It is the unusual that gets people's attention and an interactive game that is controlled by a man's 'aim' while using a urinal certainly commands attention. It's a clever move by LeoVegas given the brand is a relative newcomer to the sports betting sector as recall rates for similar campaigns in the past have ranged between 50-80%.

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