Betfair’s New Marketing Campaign Features Bikini Beach Bums

Betfair online betting site has made a cheeky deal with the British Women's beach volleyball team to wear bikini bottoms printed with Quick Repsonse (QR) codes on the back. Downloading to smart phones, the QR code can be read and taken directly to the Betfair website after photographing the beach volleyball girls assets. According to Market magazine, Zara Dampney and Shauna Mullin are the first to show off their bikini bums and encourage onlookers to snap a photo. A trial run will take place to test market the technique this week at the London 2012 beach volleyball tournament at Horse Guards Parade in London. Betfair's marketing PR Andy Lulham said: “There is huge interest in beach volleyball and we want to ensure that our advertising campaign is seen and remembered by as many sports-fans as possible. “As far as we're aware this is the first time QR codes have been used in in-play sports advertising and what better way to test its effectiveness than by putting them on one of the places that is likely to get photographed the most.”