Current Arsenal players Danny Welbeck, Petr Cech and Per Mertesacker go head-to-head with legendary members of the Arsenal ‘invincibles’ side Martin Keown and Ray Parlour in Betfair’s ‘Escape Room Challenge’.
Betfair, the official betting partner of Arsenal Football Club, lined up the club legends to take on the current stars in a fun-filled challenge to see which team would escape the manager’s office quickest.
Mertesacker, Cech and Welbeck were blindfolded and taken into a manager’s office, the door was then securely locked behind them and their search for clues began.
The manager’s office contained five Arsenal-themed puzzles and the players had only 20 minutes on the clock to solve them.
The task required the soccer stars to work together to crack the codes and break out in the quickest time possible.
Blending fun with a focus on teamwork, the challenge was simply to see who came out on top – the new guard or the legendary icons?
This digital/social activation revolved around a video of the challenge which was first posted on the betting brand’s YouTube channel on 24 April.
The initiative also spanned Betfair’s Twitter feed
20 minutes to get out.
Welbeck, Cech and Mertesacker v two Invicibles in the Betfair Escape Room challenge, who will win? #AFCescape pic.twitter.com/jnko3FGDPo
— Betfair (@Betfair) April 24, 2017
and Facebook page.
It was also amplified by the players’ (and legends’) personal social media accounts too.
This was great fun! Check out the video and see who escaped the fastest – me, @PetrCech & @DannyWelbeck or @martinkeown and @RealRomfordPele https://t.co/23pKtyjbBy
— Per Mertesacker (@mertesacker) April 25, 2017
We needed @PetrCech https://t.co/Tg7r0s42Su
— Ray Parlour (@RealRomfordPele) April 24, 2017
Activative Comment:
An fun online film that seeks to use entertainment to drive social sharing among Arsenal supporters and football fans.
Did it succeed in going viral?
In the first 48 hours since the campaign launched, the digital and social metrics for the activation on Betfair’s platforms are as follows: 5000+ YouTube views, 600 Facebook likes, loves and hahas and 100+ Twitter likes and retweets.
While the players’ channels added a further few hundred engagements.
Betfair’s campaign follows on from its previous Arsenal activations such as March’s ‘Back The Whistleblowers Challenge’ (see case study).
While one of the bookies other main football partnerships is its tie-up with Barcelona: which in recent months has seen Betfair and the Catalan club run an evolving #MagicOf Barca campaign which has included a super fan competition (see case study) and a Rivaldo stunt surprise (see case study).
Links:
Betfair
https://www.youtube.com/user/Betfair
https://www.facebook.com/Betfair
Arsenal
https://www.facebook.com/Arsenal
https://www.instagram.com/arsenal/
https://www.youtube.com/arsenal
https://plus.google.com/+arsenal/
http://cn.arsenal.com/newsdetail.php?id=32
http://www.arsenal.com/news/news-archive/20151106/arsenal-on-snapchat
