In the Kempton Park 'Thrill of the Chase' promo, spectators will get their money back if they don't get excited by the on-track action on Racing Post Chase Day (February 26th). Racegoers who buy a ticket can register their interest for the offer online. Ten random racegoers will be selected and monitored by a team of scientists. If as a collective they don't show physiological signs of thrill, they'll all get a refund.
The offer is inspired by recent Mindlab International research that reveals horse racing is more thrilling than football, tennis, boxing and F1 racing, as it stimulates the brain and increases heart rate, blood flow and perspiration.
Scientific Thrillvertising
Kempton Park Promo Promises the Thrill of the Chase or Your Money Back
Trend Themes
1. Thrillvertising - Opportunity for brands to create promotional campaigns that guarantee excitement and offer money-back guarantees.
2. Physiological Monitoring - Growing trend of using scientific methods and technology to measure human physiological responses to assess experience satisfaction.
3. Comparative Thrill Research - Increasing interest in examining and quantifying the excitement levels associated with different sports and activities.
Industry Implications
1. Sporting Events - Opportunity for organizers to enhance the spectator experience by applying scientific methods to measure thrill and offer performance-based refunds.
2. Event Promotions - Innovative promotional campaigns that harness thrill and use physiological monitoring to engage customers and drive sales.
3. Market Research - Rise in demand for comparative thrill research to understand consumer preferences and optimize marketing strategies.