John Smith’s Unveils Racing Push

John Smith’s is set to launch a marketing campaign that givers drinkers the chance to buy a share in ‘Smithy’ the racehorse.

‘Smithy’ is a thoroughbred four year old and drinkers can buy a share in the horse by buying a pint of John Smith’s, then entering their unique code online or via SMS.

Space has created the on-trade, digital and media activity that is aiming to leverage the brand’s sponsorship of the Grand National and other race meetings across the UK.

Shareholders will be informed of the horse’s progress and have the opportunity to vote on which races the horse will compete in.

The Heineken-owned John Smith’s brand will also sponsor a weekly column that offers the brand’s strapline of a ‘No Nonsense’ view on racing in the Daily Mirror.

Heineken UK recently signed a deal to extend John Smith’s sponsorship of the Grand National for a further three years.