HKJC launches witty viral video campaign to promote racing

A total of three five-minute videos will be produced on a weekly basis with the first one, 'How to have fun with horse racing', launching on Friday. The campaign will be run until mid-December.

All videos will be posted on VDONext's website at Vdonext.com, mobile site, iPhone and iPad apps and content distribution partners including Sony Bravia TV, and social networking sites like Facebook, You Tube, Twitter and Sina Weibo.

This marks a departure from using mainly traditional media for HKJC.

“In order to attract and draw younger people to the club, the viral video marketing campaign aims to generate interest and awareness among a young audience, by emphasing on entertainment value and hangout hotspots at the HKJC racecourse rather than the hard-core horse racing itself,” said Anthony Tsang, associate director of VDONext.

“As the viewing habits of generations X and Y are shifting from TV and magazines to internet and mobile, we believe more big brands like HKJC are keen to explore the marketing potential on online/ mobile videos and social media,” Tsang added.