INSIGHT CASINO MARKETING - UK
Content is
king during lockdown
Grosvenor Casinos explains how it has maintained a constant dialogue with customers throughout the lockdown
Grosvenor Casinos has always strived to be an industry leader in creating original, authentic, and entertaining content. So, when the lockdown measures were put in place and the nation needed to stay at home for their safety, the decision was made early on that championing that content would be a key part of its lockdown strategy.
When Government lockdown measures, as a response to the COVID-19 pandemic, meant all Grosvenor Casino venues across the UK had to temporarily close, it was important for the business to maintain its strong relationship with its customers. At the same time, it was important for the business to bear in mind the CAP code as well as the code of conduct and regulations outlined by the Gambling Commission, which are always in place but had been heightened at this time.
Key to unlocking these conversations with customers lay in the brand’s ability to bring its values and experience to life for an online audience in an entertaining and relevant way. Visiting any Grosvenor Casino venue is more than a traditional gaming experience, and an overarching strapline to bring its online community together and deliver content which would engage its customers was born.
The #GrosvenorWithYou social media campaign would remind people of the reasons why they loved the experience of visiting its venues whether to watch sport, eat quality food, be entertained or just to have fun while enjoying a beer with friends. On top of that, the brand had not one, but two card tricks up its sleeve, sponsoring the launch of a new sport podcast series from Colin Murray and a documentary starring David Haye called David vs Goliath.
P30 NEWSWIRE / INTERACTIVE / MARKET DATA
COLIN MURRAY’S 52 PODCAST Colin Murray’s 52 is a sports podcast series with a difference and represents a real first for Grosvenor Casinos embracing sponsored content in this format.
The 12-episode series from award- winning broadcaster and writer, Colin Murray, tears-up the traditional interview challenging sporting heroes to a game of ‘52’ where every question is left to chance from a unique deck of cards with 52 random questions.
Each episode sees sporting icons being taken out of their comfort zones because of the unique format with them answering intimate and revealing questions related to love, life and even time-traveling.
With an array of famous guests such as Ronnie O’Sullivan, Tony Bellew, David Haye, Sol Campbell, Fallon Sherrock, Stuart Peace and Graeme Swann, the series appeals to not just sports fans due to the nature of the questions.
#GROSVENORWITHYOU As a way of keeping its audience entertained during the lockdown, Grosvenor Casinos used its social channels to share some of the most popular things from its clubs, including food, drink and gaming, with its #GrosvenorWithYou campaign.
This included food and cocktail recipe videos, hosted by its top chefs and bartenders, as well as some of its
expert dealers sharing their tips and advice for games like Poker and Blackjack.
Fans also got the chance to play some interactive games on Grosvenor Casinos' social channels, including The Ultimate Screenshot Game and the Dealer&#39's Takeover on Instagram Stories.
DAVID VS GOLIATH DOCUMENTARY David vs Goliath is Grosvenor Casinos’ first ever feature length documentary and features one of the UK’s most iconic boxing heavyweights David Haye, as he takes on the world of poker.
The documentary premiered on Amazon Prime on Friday 17th April with over a million watched minutes clocked up since its release, David vs Goliath is a true underdog story charting the ups and downs of David’s journey in the game of poker.
Much like the famous fable, Haye’s poker story is one of humble beginnings. After officially retiring from professional boxing in June 2018, he confesses to not knowing whether a joker can be played in the game before taking on the challenge.
But following 12 months of intense training with some of the world’s best players, the documentary follows David as he competes against 9,000 seasoned amateur and professional players at the Grosvenor Casinos’ Goliath tournament in Coventry.
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