BETTY IRL EVENTS
BETTY BRINGS THE THRILL OF WINNING TO LIFE
Operating in a highly regulated and competitive market, Betty differentiates itself through a user-friendly interface, strong brand personality, and a focus on rewarding players with exciting, high-value experiences. While the brand maintained strong digital visibility, it identified a clear business need to deepen emotional connection and convert awareness into lasting brand affinity.
BETTY MAKES IT RAIN
The Betty Bar Events were developed to address this gap by extending the brand beyond digital touchpoints and into real-world, high-impact experiences. Complementing the brand’s broader always-on marketing strategy, PRAXIS developed activations in sports bars during Toronto Maple Leafs game nights.
Targeting Ontario-based consumers aged 19–35 who are sports fans, socially active, and digitally fluent, the goal was to engage with a minimum of 500 consumers across three markets. Through direct, in-person interaction at the Betty Bar Events, the brand would build emotional brand affinity by extending Betty beyond digital-only touchpoints into memorable, real-world experiences.
At the heart of the activation was the ‘Make it Rain’ Wind Machine where participants could maximize excitement, dwell time, and peer-to-peer amplification within each venue. Betty’s goal was 300 participants for the hero attraction, driving stronger brand recall, social sharing, and visibility within live sports environments.
Tapping into natural social behaviour, QR-code entry mechanics helped generate Instagram follows, ensuring in-venue excitement converted into ongoing digital engagement. Highly visible brand ambassadors in Betty jerseys were on-site to guide participation and educate guests, while locker-room aesthetics, sports-themed games, and premium prizing reinforced cultural relevance and sustained dwell time.
A SCALABLE, HIGH-IMPACT EXPERIENTIAL SUCCESS STORY
The Betty Bar Events delivered against its objectives of building emotional brand affinity, driving social growth, and maximizing participation and recall in live sports environments.
- Engagement: exceeding the 500-person target by 34%
- Social Growth surpassing the 150-follower goal by 29%
- ‘Make It Rain’ machine participation exceeded targets by 21% and drove sustained excitement
Betty is not just an app, but an energetic, fan-first brand
The Betty Bar Events cut through digital noise, reinforced Betty’s MLSE partnership, and brought the brand’s personality to life, positioning Betty as a trusted, entertaining gaming platform that rewards players with meaningful opportunities to win, while delivering a seamless, user-friendly experience.
