What fun we had in our Grand National Sweepstake (or Seb's Stake in Wax World of course). So easy - pick a nag out of the hat and job done, that's your horse.
But when it came to the day itself and you wanted to have a little flutter, not so easy was it?? What do I know about form? I've never heard of any of the jockies – Lester Piggot? Is he still around? Plumping for the one with the best name always seems the best option.
This is where promotional marketing comes into its own – using insight into my experience (which will be true of millions of other once-a-year punters in the UK) John Smith's developed the 'Puntometer' to activate the brand as part of its sponsorship of the Grand National. A genius creative idea (the genius as ever is in its simplicity), the 'Puntometer' is a beer mat that becomes a spinning top to stop beer drinkers wasting good drinking time agonising over their selection and chooses their horse to back for them. Promotional kits were distributed to 8,000 pubs.
The Puntometer idea was also activated at Aintree itself, with an experiential team wearing back-packs with a giant version of the Puntometer to enable attendees to spin the wheel and choose their horse. I don't know if Nicky Campbell was involved.
Space have been working on the John Smith's brand for ages so I'm guessing that it's a constant challenge from the client to maintain the high levels of creativity in the activation campaigns they develop to support the brand. This one is a winner – I hope it worked for them. Round of applause.
Next year they must do something involving daschunds….
Matt
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