In a fiercely competitive market, Sunbet.co.za needed an online betting marketing strategy that would set them apart. Enter the Sunbet Virtual Hunt—an industry-first activation powered by Augmented Reality, gamification, and geo-targeting. Over three thrilling weekends, bettors embarked on an interactive quest, collecting tokens, unlocking rewards, and engaging with Sunbet.co.za like never before.
Challenge:
In December 2024, Sunbet.co.za approached us with a clear, yet ambitious goal: to create a unique, groundbreaking experience within the competitive South African online betting market. Their competitors had long been vying to maintain dominance, and Sunbet.co.za wanted to stand out with innovative online betting marketing strategies that would capture attention and engage audiences like never before.
A key challenge was to expand their online gambling audience while simultaneously gathering valuable first-party consumer data—a necessity in an increasingly competitive digital landscape.
Approach:
Working closely with Sunbet.co.za and Dieselbrook, we crafted the Sunbet Virtual Hunt, an exciting campaign powered by the Inner Reality platform. By leveraging cutting-edge features like Augmented Reality, gamification, and precise geo-targeting, we transported players into a fully immersive virtual betting world that redefined effective online betting marketing strategies.
The campaign spanned three strategically chosen weekends, each tied to a high-profile Sunbet.co.za-sponsored event. Week one kicked off at the iconic Nedbank Golf Challenge in Sun City, where precise geotargeting ensured gameplay was exclusive to on-site participants. Week two shifted focus to the Sunbet Time Square Casino, while week three expanded the excitement nationwide during the highly anticipated URC derby between the Stormers and Lions at Cape Town Stadium. For those attending the game live, drops around the stadium featured exclusive prizes, amplifying engagement on the ground.
Participants competed for an array of exciting prizes, from R50 free bets to a brand new BMW. To redeem these rewards, players had to find Sunbet tokens scattered at events and collect them using AR mode. Once collected, tokens were stored in each player’s unique digital wallet. In keeping with the casino theme, players then spun a virtual slot machine to determine whether they had won a prize. This seamless journey culminated with participants being guided to Sunbet.com, effectively bridging innovative technologies with Sunbet.co.za’s broader online betting marketing strategies.
Through this innovative approach, Sunbet.co.za achieved more than just engagement—they reinforced their reputation as a bold, forward-thinking brand willing to leverage emerging technologies to stay ahead in an industry defined by fierce competition.
Results:
By leveraging Inner Reality’s powerful AR platform, games engine, token delivery mechanism, VATs, digital wallets, and precise geo-targeting capabilities, Sunbet.co.za set a new benchmark for innovative online betting marketing strategies. This campaign not only distinguished Sunbet.co.za from competitors by revolutionising bettor engagement but also added an extra layer of excitement to the events they sponsored.
The Sunbet Virtual Hunt immersed fans in a sense of adventure that enhanced their on-site experiences at high-profile events while amplifying the value of Sunbet.co.za’s sponsorship investments. The campaign provided invaluable insights into consumer behaviours, enabling Sunbet.co.za to personalise future marketing efforts and optimise campaigns for even greater effectiveness.
One standout measure of success was the campaign’s ability to drive footfall to Sunbet’s Time Square Casino. Of all participants who became aware of the Sunbet Virtual Hunt, an impressive 10% physically travelled to the casino to take part—far exceeding expectations. This demonstrates the powerful connection between innovative engagement strategies and measurable business outcomes.