Racecourse Media Group (RMG) has formed a year-long partnership with EngageCraft to launch a digital fan engagement campaign using the EngageCraft Touch platform.
The firm will work with RMG to deliver a portfolio of gamification widgets, which can be adapted and optimised via the self-serve EngageCraft Touch platform at race meetings and for multiple racing partners throughout the year.
Clive Cottrell, RMG Marketing Director, said: “We’re delighted to be working with EngageCraft to deliver a new, fun and innovative range of engagement products for racing fans. Using Touch, we’ve been able to move this project from commission to live in just a few weeks.”
Touch was launched by EngageCraft in 2021 as a ‘first-of-its-kind’ self-serve platform, designed to create engaging content via automated data feeds and templates.
Cottrell continued: “We believe the tools will help us grow and know our racing audiences better, while also delivering the first-party data and new digital commercial inventory which is becoming ever more important to our business.”
The companies have underlined that the first product – a ‘Pick 5’ game – will be launched this week on racingtv.com during the Qatar Goodwood Festival, in collaboration with Paddy Power.
“It’s a huge honour to welcome such a significant and ambitious media owner as RMG to our EngageCraft Touch platform,” added EngageCraft Director, Damon Russell.
“We look forward to working with the group and its partners to drive audience growth, data, insight and revenues across the race calendar; and to demonstrating the efficiency, speed and flexibility of the EngageCraft Touch platform.”
In the aim of engaging and growing racing audiences, while also delivering first-party data insight into fans, RMG will seek to use Touch to drive prospects to Racing TV as well as providing additional commercial inventory for partner activation.
The full portfolio, which includes predictors, video votes, quizzes and polls, will integrate automated data feeds including race schedules, jockeys, trainers, form, silks, betting odds, and betslip ‘handoffs’ to bookmakers.