CheltenHAM Festival case study – key points:
- Space built a specially designed course for miniature pigs to race wearing the silks of the runners from a key race each day
- Races were filmed and edited into a variety of long and short format (vines) films featuring shots from a pig mounted ‘Ham Cam’ and expert racing commentary
- The resulting films were released at the start of each day’s racing and seeded across Coral’s social channels using the hashtag #CheltenHAM, supported by posts and photo content to build campaign presence
- #CheltenHAM achieved the highest share of voice among bookmakers with Coral gaining 28% compared to Betfair’s 16% according to social media analyst, Crimson Hexagon
- As well as outstripping its rivals, Coral was able to do so at a cost per follower 11% lower than its competitors
- The cost per video view was 23% lower than competitors and there were more than seven million impressions across Twitter.