The idea was to give the audience a brand experience that was equal to the excitement you would get when playing on the online casino.

We came up with the Thrillometer as a brand launch event. The Thrillometer was a 26 minute live streaming show, where four test subjects were taken through various experiments, from eating a chili to getting shot by a canon full of flower. As they went through these experiments they were rigged with biometric data equipment, so we could gather actual data on how excited they were. To give the audience a real live brand experience, we made it possible for them to gamble on the results of that data.

Afterwards we created a film about the experiment, which was then seeded online – but at the same time we generated a wast amount of content that spread out various touch points in the consumer journey, giving us the opportunity to be relevant at all times.

142.000 people watched the live event and more than 6000 people used the gambling feature.

With the film and the shares, the campaign generated 6.700.00 Media impressions

Increased awareness by 520% during the campaign period

Increased 57% preference amongst the target audience