Definition 6 Brings Live Horseracing to Facebook Via HBO's 'Luck $50k Challenge' App, Bridging Offline and Online Events for Complete User Experience

Definition 6 Brings Live Horseracing to Facebook Via HBO's 'Luck $50k Challenge' App, Bridging Offline and Online Events for Complete User Experience

App part of the promotion for the season premiere of HBO's new original series "Luck"

NEW YORK, Jan. 26, 2012 /PRNewswire/ -- Definition 6, a unified marketing agency, announced today it will live stream six horse races on Saturday, January 28,( )2012 via "The Luck $50K Challenge" Facebook application designed to promote HBO's new original series "Luck," a fictional story about gambling and horseracing featuring Academy Award winner Dustin Hoffman. The Luck $50K Challenge will feature a first-of-its-kind, bi-coastal horseracing event, creating the ultimate racing experience for users, bridging traditionally offline live content to an online forum.

This innovative app offers Facebook users a chance to win $50,000 by submitting their picks for the winners in a series of LIVE thoroughbred horse races. The six races - known collectively as The HBO LUCK Pick Six - will be run from Santa Anita Park (Los Angeles) and Gulfstream Park (Miami) and streamed LIVE beginning at 4pm EST on Saturday January 28, 2012 via the Luck Facebook App for users to watch and join in the excitement of being at the track.

"HBO challenged us to build a Facebook app that would bring the adrenaline and excitement of horseracing online to a digital, social savvy audience," says Gil Wolchock, Group Account Director at Definition 6. "Thus, the Luck $50K Challenge was created to engage Facebook users in a fun and unique way, designed with a shareable contest to encourage their friends to join in on the action. The cross section of marketing and technology is where the magic happens, and part of our core unified marketing approach at Definition 6."

The Luck $50K Challenge app launched on January 11, 2012 in a phased approach: Education, Betting and Race Day. During the education phase, users were instructed to "Like" the page, and then had the opportunity to pick the winners in three previously recorded practice race tickets, complete with stats and real horse names. Once their selections were noted, users viewed the races within video viewers inside the app, and were able to root for their picks just as they would in a real trip to the racetrack.

On January 23, 2012 the application was updated to reveal the names of all the horses participating in the races on Race Day. Users will be able to register and select their picks for a chance to win $50K up until one hour prior (3pm EST) to the start time on race day January 28.

To enter, audiences should:

-- Visit the LUCK $50K CHALLENGE app on Facebook.com/LUCKHBO and register
-- Select one horse per race in each race of THE HBO LUCK PICK SIX
-- Horses who place in the top 3 spots (Win, Place and Show) will earn
points based on their odds and actual payouts at the track
-- The bigger the underdog, the more points you will earn if the horse
finishes in the top 3
-- Accumulate the most points to win the challenge. In the case of a tie,
up to five winners will be drawn at random to split the pot.
Luck premieres on HBO at 9pm Sunday, January 29, 2012.

LUCK Overview

From acclaimed director, Michael Mann and the creator of Deadwood®, David Milch, 'Luck' is a provocative behind-the-track look at the world of horse racing and gambling's denizens - the owners, jockeys and gamblers - starring two-time Academy-Award winning actor, Dustin Hoffman. To build buzz for the series, HBO is developing an innovative branded racing and gaming-themed promotion designed to engage and excite horseracing enthusiasts, hardcore handicappers, casual gamblers and the broader consumer audience and give them an opportunity to experience a little bit of "Luck."

ABOUT DEFINITION 6

Definition 6 is a Unified Marketing Agency that creates experiences that unite brands and people in motion. Through imagination, innovation and insight, we execute ideas that deliver continued value across all brand interactions. Since 1997, Definition 6 has been helping clients redefine brand experiences by unifying the disciplines of marketing and technology.

With offices in Atlanta and New York, Definition 6 supports a fast-growing client base that includes The Coca-Cola Company, HBO, Rubbermaid Commercial Products (RCP), Mitsubishi Electric, La Quinta Inns & Suites, Nickelodeon, USA Networks, Sesame Street, Cox Enterprises, and truTV. For more information on Definition 6's Unified Marketing Services, or to learn more about the agency's award-winning work, please visit http://www.definition6.com.

SOURCE Definition 6

Definition 6

CONTACT: Rachel Conforti, +1-212-201-4200 x4226, rachel.conforti@definition6.com

Web Site: http://www.definition6.com

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