Bookmaker Coral is aiming to have its punters squealing with delight at the winner’s enclosure during next week’s Cheltenham Festival, by staging a series of light hearted micro pig racing events.
Creative agency Space has masterminded the CheltenHAM Festival twist in an effort to expose festival goers to the bookies brand. This will see the piglets compete on a number of specially designed tracks wearing the silks of each runner in the main race, providing a gentle introduction to the competitive thrust of each day’s racing.
Broadcast live on Coral’s social media channels these events will be broadcast using pig mounted ‘Ham Cam’s’ to make viewers feel like their very own bacon sandwich with expert commentary keeping people up to speed on the race leaders.
Correct winner predictions will then earn free bets at that day’s races.
Jason Nicholas, managing partner at Space, said: “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.”
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.”
In the build up to the 10-13 March event Coral will produce teaser content on Twitter, Facebook, Instagram and Vine ahead of the main event.