Betfair signs cheeky beach volleyball deal
Share
Betfair has clinched an advertising deal with the British female beach volleyball team that will see QR codes placed on players’ behinds.
A QR code will be printed on the back of the sportswomen’s bikini bottoms that will direct users to a Betfair website when photographed on a smartphone.
Zara Dampney and Shauna Mullin are the first sportswomen to “rent their rears” and encourage spectators to photograph their bums.
Betfair is trialling the marketing technique in this week’s test London 2012 beach volleyball tournament at Horse Guards Parade in London as part of its sponsorship deal with the British champions.
It could feature in the London 2012 Olympic tournament.
Andy Lulham head of UK sports and marketing PR at Betfair says: “There is huge interest in beach volleyball and we want to ensure that our advertising campaign is seen and remembered by as many sports-fans as possible.
“As far as we’re aware this is the first time QR codes have been used in in-play sports advertising and what better way to test its effectiveness than by putting them on one of the places that is likely to get photographed the most.”
Readers' comments (7)
Bryan Mills | Tue, 9 Aug 2011 12:34 pm
Is this some kind of joke? I think the only sensible, rational and fair response is to call for a boycott of all Betfair's activities until they pull this sickening campaign.
Unsuitable or offensive? Report this comment
Tom | Tue, 9 Aug 2011 2:25 pm
Sickening? Not really, rioting is sickening this is just a bit of fun.
Unsuitable or offensive? Report this comment
Bryan Mills | Tue, 9 Aug 2011 2:37 pm
Just a bit of fun? This is exactly the same selfish mentality that leads to looting and fragmented society. Fun is playing or watching sport - not objectifying women and the suffering the resultant behavior causes. You would hope that marketers could be a bit more creative, a bit more sophisticated.
Unsuitable or offensive? Report this comment
Mark Pettit | Tue, 9 Aug 2011 10:47 pm
Although I agree with you Bryan that it is an unsual approach for a company to take with its marketing activity, you are looking at it far too seriously. We dont know at this stage if it will work but we have seen in the past that some of the most unusual techniques, really do get noticed. Unforgetably Coca Cola turning Santa red! I mean can you imagine the outrage this would have caused with some people" I cant believe a drinks brand has the balls to change our much loved Santa". There are definitely more serious things to worry about in marketing!
Unsuitable or offensive? Report this comment
Bryan Mills | Fri, 12 Aug 2011 9:50 pm
The only thing that is 'clear' is that CSR is missing from marketing education and practice. Turning a fictional character red is not the same as encourage women's behinds to be photographed - simply degrading.
Unsuitable or offensive? Report this comment
Anonymous | Sat, 3 Sep 2011 3:24 pm
If the Qcode was placed on their arms or heads would that be OK? I thought that we were advanced enough to believe a woman's bum as just a part of their anatomy.
Unsuitable or offensive? Report this comment
superman | Mon, 5 Sep 2011 3:49 pm
bryan: chill out mate. Men don't need betfair to sponsor females behinds in order to leer at them, they will do it anyway. Betfair obviously know how men's minds work so they are advertising exactly where most of men will be looking, FACT!! just being opportunistic
Unsuitable or offensive? Report this comment