pull marketing strategy

The challenge

Promote the new food offer

In the spring of 2023, poker club Pokahnights invested substantially in its catering services. The menu got a full makeover and extra manpower was hired to increase the quality of the food and service. The club was then faced with the question: how can we efficiently inform the 15.000 members about these new services available to them in the room?

summer of 2022



summer of 2023



unique players 2022


record EDITION

unique players 2023



summer of 2022


total prizepool

summer of 2023


total prizepool

The plan

Tailored marketing

To bring this challenge to a successful conclusion, we developed a tailor-made strategy for Pokahnights. Our plan was twofold. First, we adjusted the club's opening hours, then we launched a special 'Early Birds' summer promotion. As a result, many players came to the Pokahnights room earlier than usual: this was beneficial for the new food offering, for participation numbers, and for mouth-to-mouth communication in the poker community.

The execution

Crafted down to the smallest details

The Early Bird principle is simple to understand and a familiar concept for the poker community: if a player registers before the end of the first level, they automatically participate in a Last Longer competition. A Last Longer is a side bet between 2 or more players where the player who survives the longest in the tournament wins the prize. Pokahnights provided a guaranteed extra prize pool of €150 to €525 for the Last Longer every day, depending on how many players participated.

The results

Quadrupled results

The players are our main focus when we develop campaigns for Pokahnights. A room that is filled from the start of the event ensures a better experience for all players. The Early Birds campaign therefore had a positive impact on multiple KPIs of Pokahnights: food revenue, player experience, and prize pool. The campaign was very positively received by the players of Pokahnights. A record number of registrations for tournaments were regularly noted.