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New tactics used to rejuvinate an old sport LAUNCH! a div of CIM has taken on a different kind of experiencial campaign for their client OHHA. To attract a new audience and hopefully new betters to Ontario Harness Racing tracks they launched a new initiative called Get Sulky. The site gives people the opportunity to learn more about the sport of Harness Horse Racing and specifically how to bet at the track so they don't feel so lost doing the real thing. Visitors to the site and specifically those who play the flash game can enter to win a $10K night of betting. The jury is still out whether their target 18-34 year old males will be interested, but it is a good attempt nonetheless. As part of the campaign they filmed a series of videos that chronicle the life of Don (a horse) and Ron (his trainer). Again not too sure if these are relevant to the target, but they do have an erie feel to them and leave the viewer wanting to know more.

External Links

LAUNCH! a div of CIM | Get Sulky | Don and Ron Channel

Contributed by Doug Watson on June 27, 2008, at 00:20 AM UTC.

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This intel was contributed by Doug Watson Doug Watson

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