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VCCP packs a real punch!

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I don't get boxing. I'll admit it. The idea of watching two (admittedly skilled and highly athletic) men bash seven shades of shit out of each other for the amusement of a baying crowd is simply not my idea of a good time. I do, however, get advertising, and despite my indifference to the sport, the latest innovation from VCCP for Bet Victor manages to use the upcoming bout (billed by many as the “Fight of the century”) between Manny Pacquiao and Floyd Mayweather as a launching post for a seriously creative piece of work that uses social media in a fresh and inventive way.

The latest innovation from VCCP for Bet Victor uses the upcoming bout between Manny Pacquiao and Floyd Mayweather as a launching post for a seriously creative piece of work

TweetRumble” is billed as a “Social media battle platform,” which uses the anticipation building up to the fight in Las Vegas this weekend to create a community where fans can pit the fighters against each other before they meet in the ring on Saturday night (May2). From the a bespoke portal site, visitors are encouraged to tweet their support with the #TheMoneyTeam or #TeamPacquiao hashtags. They will then be shown a custom animation powered by their tweet and their chosen combatant will literally throw a punch. As well as seeing their own tweets turn into punches, users will see that the number of mentions in favour of each fighter will sway the balance of the animated showdown constantly taking place at the top of the page, acting like a sort of social swing-o-meter.

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Many Twitter literate celebrities have already chosen their sides, and their likenesses have been given some pretty spot-on custom animations. Pop brat Justin Beiber, for example, who put his tweet behind Mayweather, is shown resembling a scrawny child in an oversized hat, whilst Sylvester Stallone was (obviously) given the full Rocky makeover. Of course, as the site is (above all else) a platform to promote BetVictor, there's a convenient “Bet Now” link at the bottom of the page, featuring up to date odds and a link to the requisite page on the BetVictor site. It's surprisingly subtle, so kudos to VCCP for keeping it classy!

Many Twitter literate celebrities have already chosen their sides, and their likenesses have been given some pretty spot-on custom animations

Anton Bell, chief marketing officer at BetVictor, said of the concept that “Everyone has an opinion on this fight,” and he feels that using the “Fight before the fight” as a platform to spread the brand is a “Great opportunity to put BetVictor's social teams to work by engaging with boxing fans and bettors alike.” Julian Douglas, vice chairman of VCCP, added that “This is the biggest fight of the century” and to celebrate, they've created the venue for the fight before the fight, which he calls “An innovative technological platform, giving fans the opportunity to land their own punches in the social media battle.” He feels that it's a “Great opportunity to partner with BetVictor to engage with customers and boxing fans,” and it's an opportunity they appear to have grasped with both hands.

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This marks perhaps the first time Iv'e seen Twitter used in such a way, and could set a remarkable precedent for agencies and brands looking to use the social media platform in an unconventional manner. The possibilities are endless, but personally, I'd love to see a similar initiative for the next season of the Great British Bake-off. But then, I am a bit of a pansy.

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He'll be supporting Floyd Mayweather on Saturday night, because he has a kind face (that's right, I know so little about boxing, that's my judging criteria).

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