The campaign will launch in February 2009 and has been developed by digital agency Bendalls Group.
The campaign will test social media as a customer acquisition tool as well as a marketing mechanic to generate conversations, referrals and brand awareness for BetFair. The campaign will include online consumer relations, widgets, ratings and reviews to engage social communities to try out the TaiKai game.
The game enables friends and others to predict the outcome of sporting events and compete for fun or money.
The campaign will have a UK focus, but content will also be seeded throughout European websites.
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