Touted as the social network for flash sales, Betfair is taking to Snapchat to send photos of exclusive odds direct to both new and existing customers.
People have to follow 'betfairofficial' on Snapchat to see the self-destructing image, which will contain a unique URL where special odds for a number of Premier League football fixtures on Saturday. The first 500 to follow the link will be able to take advantage of the offer and place a maximum £10 bet.
"Snapchat is a relatively new, yet rapidly growing social media platform, which I’m certain will play a huge role in the marketing mix of companies going forward," said Betfair brand director Mark Ody. "To be one of the first brands, and the first betting company, to make use of the platform is very exciting. It has huge potential for us as a business."
As a social network also known as a hiding place for City workers that want to keep debauched images private, as well as the place to be for young people, Betfair may find both opportunities and challenges in adopting the Snapchat platform for this campaign.