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Coral brings home the bacon at CheltenHAM

Friday March 13, 2015 at 12:05pm
Bookmaker Coral has been running a social media campaign around its own CheltenHAM Festival of micro-pig racing, to coincide with this week’s Cheltenham Festival. The activity was put together for Coral by creative agency, Space. Coral’s CheltenHAM Festival was intended to create engaging social content for punters at one of the year’s biggest sporting events, giving Coral increased share of voice during a notoriously competitive period for bookmakers. The festival of micro-pig jump races, devised and shot by Space, was aimed at giving a different twist on the famous race event and providing a fun way for race-goers to predict the winners of each day’s feature race. A series of teasers and clips of the pigs hurtling around a specially designed CheltenHAM course in the silks of each race’s runners has been running at the start of each day of the real festival on Coral’s social channels, with PV – Pig View – shots provided by a pig mounted ‘Ham Cam’ and expert racing commentary to create more drama. To add further engagement, punters who successfully predicted the winners of the piggy races could also win free bets for that day’s races. The campaign aims to raise awareness of the Coral brand at the four-day festival and links thematically to Coral’s Cheltenham Heroes campaign, celebrating the more traditional equine racers and their feat’s of endurance. Tania Seif, head of social marketing at Coral, says: “We felt the idea was a winner from the start and has a great chance of delivering on our key objectives of getting people to share Coral content and cutting through the noise around the busy Cheltenham period.” Teaser activity started on Twitter, Facebook, Instagram and Vine a few days before the festival to get ‘#CheltenHAM’ trending. Space has produced a range of content including Vines, posts and a number of video edits which were used to build excitement ahead of the CheltenHAM races themselves.
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