Space

London

The Coral CheltenHAM Festival

Ambition

Make Coral the most talked about bookmaker during the Cheltenham Festival.

Solution

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. 

60%
yoy increase in total bets
95%
yoy increase in bets placed on mobile
478%
yoy increase in socially referred traffic to coral.co.uk
5m reach
National TV coverage on the BBC One Show
7m
UK Twitter users reached
7,800
competition (free bet) entries
89%
positive brand sentiment score on content
224,934,062
Consumer news circulation
28%
Highest social share of voice in the bookmakers category

Awards

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


Share


#CheltenHAM

A content-led festival of micro-pig racing to engage audiences online

Feel free to get in touch

We'd love to chat

Space

0207 067 1300 jason.nicholas@agencyspace.co.uk