PartyPoker challenged us to create a content marketing asset that could earn great PR coverage, and acquire top-tier backlinks and quality traffic within the highly competitive Poker SERPs.
Our solution had to be innovative and creative and worthy of building a newsworthy buzz, social shares and real SEO value.
With this in mind, we developed Your Brain On Poker – a compelling content marketing campaign that combined science, technology and chemistry to showcase the excitement of the game.
The results have been unambiguous – with multiple hooks for PR outreach, the Blueclaw team achieved exceptional coverage and hundreds of earned links to support the SEO success of PartyPoker.
The team far exceeded Party Poker’s expectations and the piece continues to generate high quality links due to its evergreen nature.
After an initial ideation period to develop the concept, we brought science and technology partners on board, recruited volunteers and set about analysing the brain activity of PartyPoker players using an electroencephalography (EEG) headset.
Our findings weres displayed in a visual and interactive way, with visitors able to switch between player types to investigate how brain wave activity differs at crucial moments like the flop, turn or raise.
To make sure that Your Brain On Poker reached the greatest possible audience – and earned top links – our Content and Online PR team outreached the piece to a variety of pre-researched outlets, including bloggers and mainstream media, as well as seeding on various social media/content platforms.