Off to the Races with WinStar Farm

WinStar Farm came to Digome with the need to build a community around the WinStar thoroughbred racing brand, reaching racing enthusiasts as well as introducing new fans to the sport.

Working together, Digome and WinStar formulated a unique contest to create a Fantasy Derby. Participants chose 15 horses to create their stable, the winner to be determined by the total racing earnings of the horses from their stable between February 13 and April 17. The top 10 finishers receiving prizes, with first place winning a trip to the 2010 Kentucky Derby, airfare and accommodations included! Digome first designed and built the technology and graphic user interface for the Fantasy Derby

In efforts to brand WinStar Farm, the horse selection process was broken up into groups, highlighting the horses belonging to WinStar, all Derby hopefuls.

Digome’s strategic combination of online marketing and advertising were deployed to attract fans. With the help of WinStar's PR and existing relationships, numerous blogs and horse racing news websites directed fans to the contest. Facebook ads, Google ads, and potential niche websites were also identified for ad space.

Facebook and Twitter pages were created to help bring attention to the contest and provide a voice for WinStar to communicate with fans on an ongoing basis. Digome’s expertise in online and social media marketing helped WinStar get to its “finish line” very quickly.

Within a two week sign up period, the contest received thousands of entries! WinStar and Digome had created an instant new community of horse racing fans!

Derby.WinStarFarm.com was designed to match the theme of the existing WinStarFarm.com. On Derby.WinStarFarm.com, you can find the WinStar Fantasy Derby 2010 and community message board.