Great British Racing’s ‘Mane Match’ Punter/Horse Dating App Leverages Randox Grand National

Great British Racing, the marketing and promotional body for UK horseracing, took a creative approach to leveraging race fans around the 2019 Randox Grand National with a dedicated dating app called ‘Mane Match’.

The organisation rolled out the dedicated dating-style application to help users find their ‘dream horse’ to back in this year’s big race.

Designed as a solution for those struggling to pick a winner for Saturday’s Randox Health Grand National, Great British Racing aimed to help you find your perfect partner for the big race.

Rolled out ahead of the 6 April big jumps race, which ran at 5:15pm and aired on national television channel ITV, it can be tricky to find the winner within the huge field of 40 horses.

So ‘Mane Match’, which was developed based on today’s dating apps, helps each punter find your dream horse for the world’s most famous race simply by swiping left or right on each horse’s dating profile.

Each runner has its own dating profile bio and users are able to narrow down the search for their perfect horse using filters based on name, age, silks colour and odds.

It’s then as simple as swiping left or right, or in equine terms; ‘yay’ or ‘neigh’, through the profiles until a special runner catches your eye.

Last year’s winner and 2019 favourite Tiger Roll (he is aiming to become the first horse to win two successive Nationls since the legendary Red Rum in 1973 and 1974) looked set to be popular amongst the app’s users and its bio describes him as the ‘people’s champion’.

Mane Match was promoted across Great British Racing’s online and social channels.

The final 40 runners will be revealed on Thursday morning

But you can make an early start on finding your Randox Health Grand National #ManeMatch now!

https://t.co/J2beqs8gCd pic.twitter.com/zvdC0trjca

— Great British Racing (@GBRacing) April 2, 2019

and the campaign’s creative drove viewers to the app’s bespoke website at https://www.manematch.co.uk/

Usage was further incentivised by enabling users to share their #ManeMatch on Twitter in order to be in with a chance of winning two tickets to Royal Ascot on Saturday 22 June.

Further Great British Racing Grad National activation strands included an Emoji Quiz.

EMOJI QUIZ: Can you name these former Grand National winners?

https://t.co/gCRi5dSXi8

— Great British Racing (@GBRacing) April 2, 2019

Comment:

This dating app activation for the 2019 Randox Health Grand National isn’t the first time we’ve seen sports rights-owners and sponsors use this kind of tactical approach.

Other dating app led campaign example include Tinder campaigns and partnerships with the likes of Manchester City (see case study), FC Napoli (see case study) and RFC Grenoble (see case study).

Links:

ManeMatch

https://www.manematch.co.uk/

Great British Racing,

http://www.greatbritishracing.com/

https://twitter.com/GBRacing

https://www.facebook.com/greatbritishracing

https://www.youtube.com/channel/UClfhbQgruVeP41G8VhYDLrw/featured

The Jockey Club

http://www.thejockeyclub.co.uk/

https://www.facebook.com/TheJockeyClub1750/

https://www.youtube.com/user/thejockeyclub1750