The Coral CheltenHAM Festival

The Coral CheltenHAM Festival

Social Media Campaign

Client:

Coral

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.

Results

Highest social share of voice (28%) in the bookmakers category

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

National TV coverage on the BBC One Show – 5m reach

7m UK Twitter users reached

7,800 competition (free bet) entries

89% positive brand sentiment score on content

Consumer news circulation of 224,934,062

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


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