Midnite covers Sheffield ad sites with unexplained figures in Big Numbers campaign
The sportsbook and casino operator, a World Snooker Tour sponsor, has returned to the Crucible with a teaser campaign that gives little away.
Sportsbook and casino operator Midnite, a sponsor of the World Snooker Tour, has returned to Sheffield’s Crucible with a new teaser campaign that fills outdoor advertising sites with numbers and offers little explanation of what they mean or why they are there.
The activity follows a number of brand activations staged around this year’s World Snooker Championships.
The UK operator, which describes itself as hyper-growth, is saying little for now. The unexplained figures are the first stage of a campaign intended to grab attention, prompt curiosity and get people talking.
Called Big Numbers, the campaign deliberately holds back detail, leaving passers-by to guess what the figures signify and what Midnite might have planned. The name may hint at something, but the meaning of the numbers is still being kept secret.
Andrew Mook, head of brand marketing at Midnite, which also sponsors The Good, The Bad and The Football, said the activity reflects the brand’s “wider ambition to challenge established industry conventions and find new ways to connect with audiences beyond traditional marketing channels by tapping into creative, fan-focused campaigns.”
He added: “We wanted to create something that would really capture people’s attention and get them asking questions. There’s a very good reason that these numbers are appearing, but we’re going to let people have a bit of fun trying to work it out for themselves. So, for now, we’ll just let the numbers do the talking!
“Big Numbers is about doing something a little different and finding new ways to engage with our audience. Ultimately, everything we’re doing comes back to the fans, and we’ve got some exciting things planned that we think they’ll really enjoy.”
Midnite’s backers include Raine Group, Venrex, Discerning Capital, Play Ventures and Makers Fund. It has raised more than $35 million so far, and is regulated and licensed by the Irish Revenue Commissioner and the Great Britain Gambling Commission.
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