SMILLEA

Paddy Power approached Betapond to develop a Facebook application to present a weekly “Horse-O-Meter” scale of racehorses curated by Paddy Power. The objective is to provide both useful content and a talking point for anybody with an interest in horse racing on Facebook.

Paddy Power wanted to engage fans of horse racing through a weekly ‘Horse-O-Meter’ application, lived for the duration of the flat horse racing season.

Each week a new ‘Horse-O-Meter’ scale was presented featuring up to 8 entries consisting of either race horses, jockeys or trainers. Four entries will be ‘Hot’ and four will be ‘Not’ with a Paddy Power administrator adding the entries each week and deciding their position.

Users will be able to engage with entries on each individual scale through defined Facebook Open Graph actions and these will be displayed on their timelines. Users were also be able to comment on each ‘Horse-O-Meter’ scale.

Each week the current Horse-O-Meter scale was superseded by a new scale and the deposed scale will be archived but accessible by application users. The design approach was be easy on the eye and Facebook friendly.

“Horse-O-Meter Scale” or “Scale” was a weekly visual representation of a rating scale containing various entries that are inserted in designated positions by the administrator.