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How RAKBANK Used Sports Sync to Connect with Barca Fans

Sync Marketing


By delivering the right message to the right people at the right time, brands can form meaningful connections with the consumers. This can increase brand awareness, website traffic, conversions, and sales.

This article discusses how Rakbank, a UAE-based bank, capitalized on the in-game moments to promote its credit card among the Barca fans by leveraging Silverpush’s real-time moment marketing platform.   

RAKBANK launched the FC Barcelona credit card in order to bring Barca fans closer to their club. RAKBANK wanted to reach the target audience for its new credit card by tapping into Barca fans’ emotions, passion, and pride. For this, it utilized the powerful moment and sync marketing platform, Parallels, developed by Silverpush.

Barca fans experience a state of intense excitement and happiness during every match. By utilizing sports sync’s historic data, Silverpush identified the game’s three euphoria moments that it could tap into for connecting with the fans and promoting the FC Barcelona credit card, namely - Messi scores, Barca scores, and Barca wins. Silverpush ran a campaign that delivered tailored messages on the fans’ smartphones based on each Euphoria moment.

Fourteen different social and display banners were delivered. Contextual messages were delivered within seconds of each euphoria moment. These messages persuaded fans to join the winning team by applying for the card. The messages led fans to the dedicated Barca landing page where they could apply for the card. To amplify this sports advertising campaign, automated web-push and on-site notifications that targeted inbound fans were also run.    

The moment marketing campaign was highly successful and delivered impressive results. The campaign delivered more than 2.6 million impressions with a click through rate (CTR) of 0.33%.  There was an increase of 57% in leads for the card during the campaign period. Silverpush’s real-time sports sync technology enabled Rakbank to reach Barca fans during the moments they were most likely to engage.

Silverpush was honored with a gold award for its sports sync campaign for Rakbank at the MMA Smarties MENA 2020. Parallels not only offers real-time syncing of digital ads with significant in-game moments such as a catch in a cricket match or a goal in a football game but also with TV ads, weather alerts, pollution levels, and trending events. With this sync marketing platform, marketers can run integrated contextual advertising campaigns across screens and deliver brands’ messages relevant to specific, live moments in real-time.

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