The interactive experience let users select their football club, and in return, it recommended three horses and personalised bet types based on team-related data and characteristics.
Racing Post approached Make Agency with the challenge of launching a high-impact digital campaign in the run-up to Cheltenham Festival. With tight deadlines and high expectations, the project demanded fast execution, creative thinking, and reliable technical architecture.
Capabilities
Deliverables
We delivered a responsive web app powered by live racing data, integrating seamlessly with a third-party API to pull form guides, odds, and horse details. The infrastructure was designed to handle peak traffic, ensuring a smooth user experience throughout the festival.
The campaign generated over 1.2 million impressions in just five days, drove 128,000 unique users into the experience, and delivered more than 36,000 personalised bet recommendations. Seventy-four percent of users reported that it made betting feel more accessible, while Racing Post saw a 22% uplift in first-time bettor registrations during Cheltenham week — a clear sign the crossover strategy resonated and delivered.
