|An innovative marketing strategy has been announced involving London taxi drivers spreading the word about online casino 888.com by word of mouth in addition to advertisements on the sides of their vehicles.|
According to Taxi Promotions UK, the advertising agency behind a recent campaign for 888.com that saw 375 taxis turned into ‘mobile billboards’ featuring the company’s logo, this idea has been extended and will see drivers in ten cabs seek to engage passengers in a conversation about poker. If customers respond, the conversation is to embrace 888.com with those showing interest given sign-up coupons worth ten dollars.
Taxi Promotions said the selected drivers would be 888.com’s ‘ambassadors’ and that it plans to expand the program to create a Word Of Mouth Taxi unit.
Asher Moses, Managing Director for Taxi Promotions UK, stated that the average London taxi journey lasts 16 minutes and that, in an average day, a driver would pick up 40 to 60 fares. He said that Taxi Promotions is training more drivers and as many as 300 could be involved by the end of the year with drivers receiving no formal training.
“The driver can choose what he wants to point out,” said Moses.
“It’s not a hard-core sales talk, it’s sort of a subliminal talk.”
Matt Robinson, Marketing Director for 888.com, said that the company was spending approximately half a million dollars for the campaign and that it had already signed up for a bigger promotion involving 20 drivers for the introduction of a bingo website next month.