Betfair, UK’s Internet betting exchange that has become widely known and used on a global scale, have started an interesting campaign. They give people more than they expected, they give away money to passers-by.
On Wednesday a mysterious cash machine appeared in Tooting. It gave away money to random people on the street. Excited customers tweeted about the “malfunctioning” machine and soon everybody was aware that there is a cash machine in the area that gives extra money. What’s funny is that unsuspecting clients weren’t required to provide a PIN number. Aside from this, everything else was pretty much the same as ordinary ATMs.
The money that Betfair has put into this campaign exceeds £10k.
“It’s always nice to get a little bit more,” that’s how Betfair promotes the new campaign.
The cash machine was called Super Rich Cash Machine. Its purpose is to spotlight the Price Rush feature of the company, which was introduced in February this year.
The Price Rush product is an innovative service that enables customers to improve their betting. It is some kind of a combination between two previous features of the company. See, there were normal bets and fixed odds sportsbook that offered separate betting services, but the problem with them was that they had some issues, such as one can only bet provided that there is another person who wants to take that bet, etc. Hence, many punters were hesitant which option to choose.
With the Price Rush feature, however, things are much easier and a punter’s price can actually be “rushed”, meaning that people can earn more money than they would if using other betting services. With this feature, no commissions are paid.
Just to clarify – the name “Super Rich” actually comes from “Price Rush”, that is to say it’s an anagram. The machine was set in Tooting, South London. The promo of the campaign itself includes a small part of the people who tried the ATM. The bravest ones walked away with some extra banknotes of £20. Next to the machine there was a sign that informed citizens of the presence of the ATM. Some of the people who were given money away found it hard to believe and almost immediately told other passers-by about the bargain. Others were too frustrated and furtive.
Betfair informed that no user information had been collected from bank cards through the ATM. This has been assured by Andy Holmes, product manager of the company. The idea of the campaign was to show people that Betfair offer punters extra value at no cost thanks to the Price Rush feature. Since the launch of the Price Rush product nearly 500,000 punters have benefited from “rushed” bets, CEO Breon Corcoran revealed.
