Client: Confidential
Industry: Broadcast
Key themes: Audience engagement, Broadcast viewership, Gamification, Data collection, Audience retention, Competitive engagement
Solutions:
| Live Predictor |
Key stats:
-
77% Engagement rate
-
149k Total engagements
- 15.9k Unique engagements
-
13d, 8h Total engagement time
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6m+ Average engagement time
-
76.8k Total impressions
Executive Summary
A leading broadcaster sought to strengthen their position in the horse racing market by delivering an innovative digital experience that connected fans to live racing coverage. Through a gamified Live Predictor activation, the broadcaster engaged racing enthusiasts with a free-to-play, interactive platform where participants could predict race outcomes, modify selections in real-time, and compete for top prizes. Designed to seamlessly align with the live broadcast, the experience incentivized ongoing viewership while fostering repeat participation and deepening audience engagement. Supported by integrated market research and multi-channel promotion, the campaign successfully bridged digital and physical experiences, driving audience connection, loyalty, and meaningful insights over the four-week period.
About the customer
One of Australia’s leading media networks, this organization is synonymous with delivering premium content, engaging live broadcasts, and innovative audience-first experiences. With an extensive presence across television and digital platforms, the network has built a strong reputation for connecting viewers to major cultural and sporting events. Known for its comprehensive sports coverage, the network consistently delivers high-quality entertainment that resonates with diverse audiences nationwide, solidifying its position as a trusted name in Australian media.
THE PROBLEM
In the competitive landscape of horse racing coverage, the network faced increasing pressure to retain and grow its audience share. A key competitor was gaining momentum in the market, presenting a challenge for the network to maintain its dominance and appeal to racing enthusiasts, often referred to as "punters."
The network sought to strengthen its connection with this core audience while driving higher viewership for its horse racing broadcasts. To achieve this, they needed a solution that went beyond passive content consumption, transforming their live coverage into an engaging and interactive experience. The challenge was to create a campaign that incentivized fans to tune into broadcasts, sustain their engagement throughout race days, and connect them with the excitement of the sport in a meaningful, free-to-play way.
Additionally, the network wanted to leverage the digital space to deepen its audience insights while ensuring the campaign resonated with racing fans already immersed in the culture. A scalable and seamless solution was required to bridge the physical and digital experiences, fostering loyalty, participation, and excitement among viewers over multiple weeks.
THE SOLUTION
To meet these challenges, the network partnered with Komo to deliver an innovative Live Predictor campaign designed to transform the horse racing experience for fans. Spanning four weeks, the activation engaged viewers through a gamified platform, seamlessly integrating with live broadcasts and encouraging sustained participation.
The Live Predictor, powered by Komo, allowed fans to predict the outcomes of seven curated horse races each weekend. In the lead-up to race day, participants received emails sent directly from Komo, guiding them to the hub, where they could review the selected races and place their predictions. The dynamic nature of the campaign meant predictions could be updated right up until the start of each race, ensuring fans stayed engaged with the latest race developments and tuned into the live broadcast throughout the day.
To incentivize strategic gameplay, the campaign featured a risk-reward mechanic where points earned for a successful prediction were weighted based on a horse’s popularity. Choosing favorites offered fewer points, while predicting outsider horses delivered higher rewards. This design encouraged participants to make calculated decisions, creating an engaging experience for both casual viewers and seasoned racing fans, while motivating them to return to the hub multiple times throughout the broadcast to review and update their picks in an attempt to climb the leaderboard.
Prizes were structured to appeal to the competitive nature of the audience and drive weekly participation. The top scorer for each week’s seven races won a $1,000 cash prize, while the cumulative leaderboard champion over the four-week campaign received an exclusive, "money-can’t-buy" VIP racing package to a flagship racing event in Sydney. These high-value incentives aligned perfectly with the target audience, motivating sustained engagement and repeat participation.
The campaign’s reach was amplified through a multi-channel promotional strategy. The network’s pundits shared their expert race predictions across social media, generating conversations and driving traffic to the hub. In-broadcast promotions further highlighted the campaign, ensuring viewers were aware of the opportunity to play, compete, and win.
Market research questions were seamlessly embedded into the Live Predictor experience, enabling the network to gather valuable audience insights without detracting from the interactive nature of the game. This data provided actionable intelligence to help refine future campaigns and deepen the network’s understanding of its audience’s preferences.
By combining real-time prediction mechanics, strategic incentives, and live broadcast integration, the network delivered an engaging, risk-free experience that captivated fans, encouraged repeat participation, and strengthened the connection between viewers and their horse racing coverage.
THE RESULTS
The campaign delivered exceptional outcomes, exceeding all expectations for engagement and participation across the four weeks. The Live Predictor achieved a 77% engagement rate, reflecting the audience’s strong appetite for interactive experiences.
With a total of 149,000 engagements and over 15,900 unique participants, the campaign demonstrated its ability to connect meaningfully with fans, many of whom returned multiple times throughout race days to update predictions and improve scores.
Participants spent a collective 13 days and 8 hours engaging with the platform, with average engagement times surpassing six minutes. This sustained level of interaction highlighted the campaign’s success in keeping viewers connected to the hub and the broadcast for extended periods.
The campaign also generated significant reach, with 76,798 total impressions, demonstrating broad visibility and uptake among horse racing enthusiasts. The risk-free nature of the experience, paired with high-value incentives, resonated with the audience and created a natural alignment with their interests.
By seamlessly bridging the digital and physical racing experience, the network successfully enhanced viewer engagement, strengthened loyalty among racing fans, and reinforced its position as the premier destination for horse racing coverage.
Check out the cards they used below...
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