Ladbrokes wanted to drive some serious customer engagement at one of their headline events, the St. Leger at Doncaster.

the challenge:

Engage with racegoers at the St Leger in such a way that it enhanced their racing experience and placed the Ladbrokes brand at the heart of their day.

our solution:

We developed a Text to Win mechanic linked to each race on the race card of the St Leger festival. We promoted the campaign via on-course screens, commentator announcements, race card advertising and teams of promotional staff handing out leaflets. Consumers were prompted to text their name and the number of a horse before each race to an SMS Short Code number.

All entries and races were tracked in our bespoke web-based system, and after each race all winning selections were placed into its prize draw and a winner selected. We then created an animated video file within 5 minutes of the announcement, highlighting the person who had won the prize for that last race and delivered on the course TV screens. By delivering almost instant wins within the environment the consumer was based, and promoting real people winning the prize right then and there, we drove requests and engagement throughout the day.

the result:

Over 3,000 consumers interacted with the promotion, circa 10% of the entire crowd at the race day.