Bookmaker chain Coral has taken out a 48-hour advertising placement on Twitter for this week’s Cheltenham Festival, as it looks to capitalise on the social media conversation around the event.
Coral will use the placement to drive a buzz with the Twitter promoted trend #Heroes, which will run across the first two days of the festival, 11 and 12 March, and reflect the conversation about Cheltenham which “often pivots around past and present heroes”.
Tania Seif, head of social marketing at Coral, said the Cheltenham Festival is the most important date in the calendar for bookmakers and that by using the #Heroes hashtag, Coral hopes to drive more traffic to its website and into high street stores.
Seif added: “The Twitter promoted trend product will allow us to inject our brand messaging into conversations already occurring on Twitter during one of the most important racing events of the year.”
In addition, Coral’s guaranteed top price on a horse each day will also be promoted through the feed.