Ladbrokes 'stick or twist' integrated direct mail campaign

Ladbrokes discovered how well digital and direct mail work together with its ‘stick or twist’ campaign, which targeted lapsed and active visitors to the firm's online gambling sites.

Playing cards were sent to each target, together with a personalised URL leading to a microsite where they could enjoy a game for free.  

If the players won, they received cash credit to play more. If not, they still received a consolation prize which could be redeemed at Ladbrokes.com.

Ladbrokes hoped to reactivate 5% of the lapsed visitors targeted by the campaign, but the campaign far exceeded expectations, achieving a 25% reactivation rate.  

Download the case study for an interview about the campaign with Lucia McDonald, customer development manager at Ladbrokes.