Sunday April 3, 2011
Keeneland will expand its social media presence this spring with the launch of a non-wagering racing game on Facebook.com.
The game, developed by Cornett Integrated Marketing Solutions, was beta-tested for four days during the 2010 Keeneland fall meet. Positive feedback led Keeneland to plan for a spring 2011 launch, officials said April 1 during a media briefing.
“It’s another piece of the pie for catering to new fans,” said Vince Gabbert, executive assistant to Keeneland president Nick Nicholson. “This is another small step to build that base.” The game, called "Play Keeneland,” allows players to select horses for each race in real time. If they select the right horses—win, place, show, exacta and trifecta boxes—they are awarded points that accrue through the live race meet.
Daily prizes include Keeneland merchandise, with the grand prize a trip for two to Keeneland in October.
David Coomer, chief creative officer at Cornett, said the company spent the last five months trying to improve the racing game in time for the spring meet. He said it draws upon other social media Facebook games such as Farmville. “We love to be an incubator of sorts to see what works,” Coomer said. “It’s meant to be a fun, educational, engaging game.”
Keeneland will expand its social media presence this spring with the launch of a non-wagering racing game on Facebook.com.
The game, developed by Cornett Integrated Marketing Solutions, was beta-tested for four days during the 2010 Keeneland fall meet. Positive feedback led Keeneland to plan for a spring 2011 launch, officials said April 1 during a media briefing.
“It’s another piece of the pie for catering to new fans,” said Vince Gabbert, executive assistant to Keeneland president Nick Nicholson. “This is another small step to build that base.” The game, called "Play Keeneland,” allows players to select horses for each race in real time. If they select the right horses—win, place, show, exacta and trifecta boxes—they are awarded points that accrue through the live race meet.
Daily prizes include Keeneland merchandise, with the grand prize a trip for two to Keeneland in October.
David Coomer, chief creative officer at Cornett, said the company spent the last five months trying to improve the racing game in time for the spring meet. He said it draws upon other social media Facebook games such as Farmville. “We love to be an incubator of sorts to see what works,” Coomer said. “It’s meant to be a fun, educational, engaging game.”