In 2013, the New Jersey market re-opened to online gambling once again. Bwin.party was seeking to be first to market in the Garden State with partypoker by directly engaging New Jerseyans on a local level and maximizing the brand cache of their land-based partner, Borgata.
Bwin.party turned directly to Carve Communications co-founder, David Barkoe, to create and execute a strategy that talked to all target audiences equally (i.e. don’t forget the little guy), established brand advocates as the voice of partypoker in NJ, covered all corners of the state with our message and made partypoker the voice of the industry.
Six months before launch, we conducted a statewide media tour to introduce the brand and to get ahead of the expected negativity towards legalization of online gambling. This strategy paid off in spades as launch approached as the media understood our message and were open to helping promote the fun and excitement that lay ahead for NJ.
At launch, we took our brand advocates on a statewide media tour, covering print, broadcast, online and radio to generate maximum excitement and engagement. As a result, partypoker was the leader in share of voice across the state and became the go-to destination for new players in NJ.
We were able to take the partypoker story national as ate brand announced a first of its kind partnership with the New Jersey Devils and Philadelphia 76ers.