Call it getting with the times, or simply keeping up with technology, but the British horse racing industry is looking to get its product in front of more people's eyeballs via mobile marketing and social media

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According to an article on thedrum.co.uk, digital agency Rippleffect will be developing an interactive campaign for the British horse racing industry. The agency's strategy, according to the report, will see social media outlets used to recruit brand ambassadors from across the United Kingdom.

The campaign, dubbed ‘Love the Races,' will have the mandate of conveying and explaining the experience of a day at the races to potential fans of the sport.

“Sporting brands need to be more inclusive and innovative in the way they attract ever more demanding audiences," Rippleffect Commercial Director Craig Johnson was quoted as saying.

"This campaign places huge importance on encouraging race goers to create content for the site, such as reporting from trackside, and taking part in photography or video competitions."

(With files from thedrum.co.uk)