Build public awareness for the sport of harness racing.
Position harness racing as America's oldest pastime, illustrating how important moments in US history matched up with milestones in the sport since the birth of the country. We sourced media from popular music, TV programs and other sports to play on nostalgia while targeting the finished video to those who were more inclined to have an affinity to the sport (thoroughbred racing fans, rural industry, American historians).
With 1,056,557 people reached, we accumulated over 400,000 online views - a view rate of nearly 40%. The video is now part of the nightly broadcast at racetracks across the country has attracted the eyes of a number of potential new partners and sponsors.