PULL MARKETING STRATEGY
the challenge
promote the new restaurant
In the summer of 2023, Pokahnights made structural investments in the club's food offerings and kitchen. The entire menu was reviewed and updated. A chef was hired to ensure a streamlined menu. The club faced one major challenge: how best to inform its 15,000 members about the new services in their favorite poker room?
SUMMER 2022
8.000
PARTICIPATIONS
SUMMER 2023
13.964
PARTICIPATIONS
UNIQUE PLAYERS 2022
112
RECORD EDITION
UNIQUE PLAYERS 2023
255
RECORD EDITION
SUMMER 2022
€152K
TOTAL PRIZE POOL
SUMMER 2023
€517K
TOTAL PRIZE POOL
the plan
craft marketing
To successfully complete this challenge, we developed a customized strategy for Pokahnights. Our plan was twofold. First, we adjusted the club's opening hours, then launched a special "Early Birds" summer promotion. This brought many players to the Pokahnights room earlier than usual, which benefited the new food offerings, boosted participation rates, and fostered cross-party communication within the poker community.
the execution
with an eye for the smallest details
The Early Bird principle is simple to understand and a familiar concept in 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 two 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 each day for the Last Longer, depending on how many players participated.
the result
quadrupled results
Players are always our priority when developing campaigns for Pokahnights. A fully stocked room from the start of the event ensures a better experience for all players. The Early Birds campaign had a positive impact on several Pokahnights KPIs: food sales, player experience, and prize pool. The campaign was very well received by Pokahnights players, and we regularly saw record numbers of tournament registrations.