02/09/2012 : BETFAIR USES COMEDY FOR SOCIAL MEDIA
 
Quirky marketing strategy is designed to gain social networking traction
 
Betfair is trying its hand at comedy, hiring a team of writers to create content for its @Betfairpoker Twitter feed.
 
Described as something of a social experiment, the media strategy focuses more on comedy than on poker itself, but it has boosted the brand's social currency, claims head of central online marketing, Ben Carter.
 
The team of comedy writers has been tasked with "gaining traction" on Betfair's Poker Twitter feed, which now features a variety of comedy content and has reportedly attracted the applause of influential media celebrity, technophobe and ace tweeter Stephen Fry.