Developed by creative agency Space, the experience has been dubbed Coral’s CheltenHAM Festival. It has been designed to create engaging social content for punters at the racing event and give the brand a louder voice in the bookmaking world.
The micropig race is a replica of the Cheltenham Racecourse and gives guests the chance to predict the day’s winners in a fun way. A series of teaser clips of the piggies testing the course in the silks of each race’s runners will be shown at the start of each day on Coral’s social channels, featuring ‘Pig View’ shots from the ‘Ham Cam’ and expert racing commentary.
Space has produced a range of social content to amplify the campaign, including Vines, Twitter and Facebook posts and video edits to build excitement before the races begin.
Tania Seif, head of social marketing at Coral, said: "We’re all really excited and have high hopes for a successful CheltenHAM Festival. 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."
Jason Nicholas, managing partner at Space, added: "Cheltenham is one of the standout events of the racing calendar and it is notoriously tough to get attention amid the clamour of competing voices. The CheltenHAM Festival provides Coral with a unique property and novel content that fits the fun atmosphere of the event. It should really get punters talking."
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