Officials with the $1.2 million Hambletonian, now in its 88th year, have announced a comprehensive social media marketing effort to raise awareness and engagement around this year’s event, which will take place on Saturday, August 3 at the Meadowlands Racetrack in East Rutherford, N.J.
The race will be featured in a 90-minute broadcast on CBS Sports Network beginning at 3:30 p.m. (Eastern Time).
Utilizing the hashtag #hambo13, the campaign is leveraging a range of leading social media platforms and technologies to generate visibility and buzz for the 200-year-old sport. The campaign is being sponsored by the Hambletonian Society and the Meadowlands Racetrack, with the support of the United States Trotting Association and the award-winning social media consultancy, Converseon.
“The Hambletonian is the greatest American horse race that many people may not have heard of,” said Tom Charters, President and CEO of the Hambletonian Society. “By applying social media marketing strategies, we intend to introduce the sport to an entire generation that hasn’t experienced its unique heritage, excitement and format.”
The campaign will use a combination of Instagram and Vine videos to seed the '20 Most Memorable Moments' from the Hambletonian’s rich history as a countdown to race day. It will also leverage promoted Tweets, blog posts, a social media influencer engagement program and select Facebook advertising to generate visibility. The effort is the first step in what is expected to be a more comprehensive social media marketing initiative for the broader industry.
“Effective social media marketing requires compelling story telling, powerful content and a community of passionate advocates ready and willing to share their experiences with others. Harness racing and the Hambletonian have this in abundance,” said Rob Key, CEO of Converseon. “We’re excited to help bring to life this quintessentially American experience to a new generation of potential fans and owners through social channels.”