For a few brief shining weeks a horse named California Chrome breathed life into an otherwise moribund industry. As Triple Crown Fever drew new fans to the sport, our client, an off track betting facility based in Silicon Valley, went looking to attract an unfair share of those new fans. It was a bet that paid off handsomely.
With a 30% increase in attendance and a $180,000 bump in dollars wagered, the small budget that went to radio and digital delivered a great return. It was felt that the buzz being generated by the anticipation of a rare triple crown winner meant a high frequency radio campaign using 15 second ads delivering the simple clear message “Best place to watch and wager as history is being made” was the right use of the medium.
For our digital campaign, we did a three part banner series. We wanted to make sure each race of the Triple Crown got their own focused campaign. Since digital can be optimized and changed real time, it was easy to switch out banners once each race ended and start promoting the next event thoroughly. Throughout our 6 week campaign, we were able to secure over 6 million views with a CPM of less than $1.00. We were also able to create customized and targeted search ads that would dynamically populate based on what people wrote in the search area.
Marketing that increased revenue, attendance, and market share is marketing that allowed San Jose Fairdowns OTB to hit the trifecta.
