{"id":2952,"date":"2021-08-26T14:52:34","date_gmt":"2021-08-26T18:52:34","guid":{"rendered":"https:\/\/woodbine.com\/corporate\/?p=2952"},"modified":"2025-04-02T11:05:33","modified_gmt":"2025-04-02T15:05:33","slug":"queens-plate-at-home-finalist-for-hashtag-sports-award","status":"publish","type":"post","link":"https:\/\/woodbine.com\/corporate\/2021\/08\/26\/queens-plate-at-home-finalist-for-hashtag-sports-award\/","title":{"rendered":"QP @ Home a Finalist for Hashtag Sports Award"},"content":{"rendered":"

Toronto, ON \u2013 August 26, 2021 \u2013 After successfully welcoming back spectators to The Queen\u2019s Plate this past weekend, Woodbine Entertainment\u2019s 2020 \u2018QP @ Home\u2019 campaign has been named a finalist for the Best Use of Instagram in the third annual Hashtag Sports Awards<\/a> presented by Budweiser.<\/p>\n

Without spectators being permitted to attend The Queen\u2019s Plate in 2020, Woodbine Entertainment developed and executed a digital strategy to bring the prestigious event\u2019s traditions of music, fashion, gourmet food and drinks, and thrilling horse racing directly to fans across the country.<\/p>\n

Other finalists for the Best Use of Instagram for Hashtag Sports Awards includes the New Jersey Devils\u2019 \u2018Devils Become Meme Lords\u2019<\/a>, Overtime\u2019s \u2018Hot Clock\u2019<\/a>, the NBA\u2019s \u2018Instagram\u2019s Highest-Performing Year Ever<\/a>, ESPN\u2019s \u2018SportsCenter on Instagram\u2019<\/a> and WWE on Instagram<\/a>. Winners will be announced in September 2021.<\/p>\n

The Queen\u2019s Plate, the first leg of the OLG Canadian Triple Crown, is the longest-continuously run Thoroughbred stakes race in North America. This year was the 162nd<\/sup> Edition.<\/p>\n

The Program<\/strong><\/h4>\n

Living largely on Instagram, Woodbine Entertainment partnered with a stable of multi-platform content creators, celebrities and musicians to contribute unique #QueensPlate inspired content to bring the experience home.<\/p>\n

Leading up to the big day, Instagram was used to \u201dinvite\u201d Canada to host their own celebrations through online contests, recipes, fashion insights and wagering tips.<\/p>\n

On September 12th, The Social\u2019s<\/a> Melissa Grelo<\/a> hosted a \u201cparty\u201d on Instagram Live while creator and Woodbine accounts shared racing content, lifestyle videos and exclusive live “look-ins” to their celebrations.<\/p>\n

Sponsors Moxie’s Bar & Grill hosted COVID-19 friendly events on select patios across the country along with providing 12 fans the chance to see The Reklaws perform an intimate concert.<\/p>\n

In place of the traditional on-track concerts, music videos were filmed at the racetrack and shared on Instagram through the\u00a0\u201cWoodbine Sessions\u201d<\/em>\u00a0featuring Universal Music<\/a> artists Ryland James<\/a> and Jade Eagleson<\/a>.<\/p>\n

Ryland James “Water” – The Woodbine Sessions<\/a><\/p>\n

Jade Eagleson “Boom Town” – The Woodbine Sessions<\/a><\/p>\n

Fans new to wagering were invited to \u201cplay along\u201d with their favourite personalities on the innovative Dark Horse Bets<\/a> app. Built for the next generation of racing fans, Dark Horse Bets uses artificial intelligence to simplify the wagering experience for new players.<\/p>\n

The Results<\/strong><\/h4>\n

QP @ Home generated 18 million impressions across social media and saw a 30 percent increase to Woodbine Entertainment\u2019s Instagram<\/a> followers. The uniquely developed content drove 400,000 video views with a 12 percent average engagement rate across Woodbine Entertainment & Partner\/Creator channels.<\/p>\n

On September 12th, more than 24,000 fans tuned in to the Instagram Live & #QueensPlate became trending nation-wide on social. With the help of sponsors, Woodbine Entertainment hosted its largest contest to-date generating 1.8 million impressions, over 3,600 entries & resulting in a 7.8 percent increase in Instagram followers from the contest alone.<\/p>\n

The overall growth in followers and engagement directly impacted wagering, a key pillar for the business. The Queen\u2019s Plate generated $14.5 million in wagering, the third highest handle in history and saw a four times increase in activity on Dark Horse Bets on September 12th. The event also successfully engaged the coveted 25 to 44-year-old demographic, including 40% female, aligning to Woodbine Entertainment\u2019s objective to engage new, more diverse fans to horse racing and wagering.<\/p>\n

The Queen\u2019s Plate broadcast on CTV and TSN had over 1 million Canadians tune-in at some point during the show.<\/p>\n

Quotes<\/strong><\/h4>\n

Jim Lawson, CEO, Woodbine Entertainment<\/a><\/p>\n

\u201cNot being permitted to host spectators at The Queen\u2019s Plate last year motivated us to ensure that the exciting traditions of the event that so many Canadians love would live on. Through QP @ Home, we delivered everything a guest would experience at a typical Queen\u2019s Plate right to the palm of our fans\u2019 hands.\u201d<\/p>\n

\u201cQP @ Home was also an important strategy to reach beyond our core and connect with an entirely new demographic. Overall, we were very pleased about the results and are proud to be a finalist for the Hashtag Sports Awards \u2013 in large part thanks to our fans.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Toronto, ON \u2013 August 26, 2021 \u2013 After successfully welcoming back spectators to The Queen\u2019s Plate this past weekend, Woodbine Entertainment\u2019s 2020 \u2018QP @ Home\u2019 campaign has been named a finalist for the Best Use of Instagram in the third annual Hashtag Sports Awards presented by Budweiser. Without spectators being permitted to attend The Queen\u2019s […]<\/p>\n","protected":false},"author":62,"featured_media":2953,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[145,196],"class_list":["post-2952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-woodbine-news","tag-2020-queens-plate","tag-queens-plate-home"],"yoast_head":"\nQP @ Home a Finalist for Hashtag Sports Award - Woodbine Entertainment<\/title>\n<meta name=\"description\" content=\"2020 Queen\u2019s Plate @ Home a Finalist for Hashtag Sports Awards\u2019 Best Use of Instagram.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/woodbine.com\/corporate\/2021\/08\/26\/queens-plate-at-home-finalist-for-hashtag-sports-award\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"QP @ Home a Finalist for Hashtag Sports Award - Woodbine Entertainment\" \/>\n<meta property=\"og:description\" content=\"2020 Queen\u2019s Plate @ Home a Finalist for Hashtag Sports Awards\u2019 Best Use of Instagram.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/woodbine.com\/corporate\/2021\/08\/26\/queens-plate-at-home-finalist-for-hashtag-sports-award\/\" \/>\n<meta property=\"og:site_name\" content=\"Woodbine Entertainment\" \/>\n<meta property=\"article:published_time\" content=\"2021-08-26T18:52:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-02T15:05:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/woodbine.com\/corporate\/wp-content\/uploads\/sites\/8\/2021\/08\/The-Queens-Plate-At-Home.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"960\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"aafridi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"aafridi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/woodbine.com\/corporate\/2021\/08\/26\/queens-plate-at-home-finalist-for-hashtag-sports-award\/\",\"url\":\"https:\/\/woodbine.com\/corporate\/2021\/08\/26\/queens-plate-at-home-finalist-for-hashtag-sports-award\/\",\"name\":\"QP @ Home a Finalist for Hashtag Sports Award - Woodbine Entertainment\",\"isPartOf\":{\"@id\":\"https:\/\/woodbine.com\/corporate\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/woodbine.com\/corporate\/2021\/08\/26\/queens-plate-at-home-finalist-for-hashtag-sports-award\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/woodbine.com\/corporate\/2021\/08\/26\/queens-plate-at-home-finalist-for-hashtag-sports-award\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/woodbine.com\/corporate\/wp-content\/uploads\/sites\/8\/2021\/08\/The-Queens-Plate-At-Home.jpeg\",\"datePublished\":\"2021-08-26T18:52:34+00:00\",\"dateModified\":\"2025-04-02T15:05:33+00:00\",\"author\":{\"@id\":\"https:\/\/woodbine.com\/corporate\/#\/schema\/person\/0ef1b804ae63db4129e2186f69d35bce\"},\"description\":\"2020 Queen\u2019s Plate @ Home a Finalist for Hashtag Sports Awards\u2019 Best Use of Instagram.\",\"breadcrumb\":{\"@id\":\"https:\/\/woodbine.com\/corporate\/2021\/08\/26\/queens-plate-at-home-finalist-for-hashtag-sports-award\/#breadcrumb\"},\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/woodbine.com\/corporate\/2021\/08\/26\/queens-plate-at-home-finalist-for-hashtag-sports-award\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/woodbine.com\/corporate\/2021\/08\/26\/queens-plate-at-home-finalist-for-hashtag-sports-award\/#primaryimage\",\"url\":\"https:\/\/woodbine.com\/corporate\/wp-content\/uploads\/sites\/8\/2021\/08\/The-Queens-Plate-At-Home.jpeg\",\"contentUrl\":\"https:\/\/woodbine.com\/corporate\/wp-content\/uploads\/sites\/8\/2021\/08\/The-Queens-Plate-At-Home.jpeg\",\"width\":1920,\"height\":960,\"caption\":\"2020 Queen\u2019s Plate @ Home a Finalist for Hashtag Sports Awards\u2019 Best Use of Instagram. 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