Make Coral the most talked about bookmaker during the Cheltenham Festival.
Cheltenham is traditionally the busiest and most competitive time of year for bookies, but rather than force its way onto punters’ radars, Coral wanted to engage the online audience with an idea that would get people talking, sharing and betting. The result was #CheltenHAM, a content-led festival of micro-pig racing to rival the real festival itself but with the viral x-factor added.
With eight little micropiggies, we created a tongue in cheek tribute to Cheltenham proper, complete with a specially designed #CheltenHAM course, jockey silks, trophies for the winners and the chance for punters to win a free bet if they backed the right bacon.
The content used Twitter as a primary channel, with Vine, Instagram and Facebook supporting. PR drove further reach across National Press titles and a bespoke content plan ensured Coral built anticipation and received maximum engagement.
- yoy increase in total bets
- yoy increase in bets placed on mobile
- yoy increase in socially referred traffic to coral.co.uk
- 5m reach
- National TV coverage on the BBC One Show
- UK Twitter users reached
- competition (free bet) entries
- positive brand sentiment score on content
- Consumer news circulation
- Highest social share of voice in the bookmakers category
IPM Grand Prix winner
IPM Gold – Best use of social media channels
IPM Gold – Best retail campaign
MAA Best Award for Effectiveness
Social Marketing Campaign of the Year – eGR Marketing and Innovation Awards
Best Use of Video – The Drum Content Awards
FM & BE 2016 Gold Award – Live Digital
FM & BE 2016 Silver Award – Brand Experience Agency of the Year
eGR Marketing and Innovation Awards - Social Marketing Campaign of the Year
IMCC European Silver Award – Product Launch/Relaunch/Trial Campaigns
IMCC European Silver Award – Retail or Trade Marketing
IMCC European Silver Award – Innovation Idea or Concept
IMCC European Silver Award – Digital Communications
A content-led festival of micro-pig racing to engage audiences online