The Racing Post teamed up with John Smiths on their “Smithy” campaign, offering readers and users of the Racing Post the opportunity to own a free share in the horse.
The campaign consisted of a series of adverts in the Racing Post during Aintree (in support of the John Smiths Grand National) whilst online, every “Smithy” story was tagged on Racingpost.com and linked to the “Smithy” website along with RSS news feeds.
Run of site creative was used to drive users to either the Racing Post news pages or straight to the “Smithy” website. In addition John Smiths sponsored the Aintree micro site and they ran a solus email introducing “Smithy” to a 3rd Party database list.
The campaign was well received and the email campaign was one of the Racing Post’s top performers in 2011.