Lamma Dragon Boat Race is one of the only official length dragon boat races in Hong Kong. Organised by Thirsty Horse Productions this is a fun filled family event held annually in May.
Thirsty Horse events wanted to build the excitement around the “Lamma 500″. by leveraging social networks and word of mouth while maximising the ROI of the event cost by using one event to promote the next. This also was a good way to increase brand visibility for sponsors well beyond the day of the event and group of attendees.
Lamma Dragon Boat race set out to offer an alternative to the famous Stanley Dragon Boat Race held every year in Hong Kong. Along with Prosperity Research they used social media marketing and internet video to promote their event and to increase visibility of event sponsors’ brands by using the event video to showcase the highlights, fun and excitement of the event. The videos of the event would also be used as marketing tools for the next years event. Benefits — affordable digital marketing strategy, — increased brand visibility online, –additional sponsor value, — marketing products in place for next year, — fun and excitement for participants and fans.
Social Media Tools:
Internet optimised video
Social media campaign
Full length DVD
SEO
Results
Top watched YouTube video Hong Kong, — More views than Stanley video, — Estimated 250,000 fans viewed the videos
cool video
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