Brief
The Cheltenham Festival is a landmark calendar event in the racing calendar where all U.K. bookies go head-to-head in a share of voice battle across social channels. Coral briefed us to create engaging, shareable social content that would get racing fans and the wider passive audience
talking and sharing.
 
Solution
We created TheCheltenHAM Festival. A daily, shareable film where the main race of each day of the festival was re-created with micro-pigs.Each pig represented one of the horses of the day and the online community was asked to predict the winner in order to win a free bet on the actual race. Alongside the main films, we created a series of Vines, Facebook and Twitter posts, which together worked as an integrated, strategic social strategy to achieve maximum reach.
Results
Coral dominated the social conversation over the festival, beating its rival bookmakers overall. With over 15% more mentions,

shares
and likes than the rival bookmaker in second place.
Total Campaign Reach – 240,000,000
(7m Twitter users, 232.2m Consumer PR
(includes 3.2m Metro readers), 1.05m Trade PR)
4,184 Competition (free bet) Entries
59,889 Engagements at £0.54 CPE
26,875 Vine Loops
6.2% average engagement per tweet
Awards
IPM - Grand Prix Winner

IPM - Gold – Best use of social media channels

IPM - Gold – Best retail campaign

IMC - Silver – Digital Communications

IMC - Silver – Innovative Idea

IMC - Silver – Product Launch / Relaunch / Trial Campaigns

IMC - Silver – Retail or Trade Marketing - Dealer / Sales Force

The Drum Content Awards - Gold - Best use of video

EGR Marketing & Innovation Awards - Gold - Best Social Marketing Campaign

MAA - Gold - Best Award for Effectiveness

The highlights:
Social posts:
The races
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