How do you change the conversation around placing a bet? Speak to the unlucky ones. The ones who have all but given up on ever winning a single thing.
To engage a new market for TattsBet, we created the Golden Wallet campaign and launched the search for Australia’s unluckiest person. To enter, you had to go to the microsite, take a quick questionnaire to reveal your unlucky score and then leave a short comment about your history of unluckiness.
A range of content was created for the activation, including the microsite, EDMs, videos, race etiquette guides and social media materials. The winner walked away with a gold-plated wallet, a VIP Stradbroke Day experience and betting vouchers.