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2020 Kentucky Derby

 

Challenge

The Kentucky Derby is the third most recognized sporting event in the U.S., but the 2020 version was like none other before it.

For the first time since the Derby began in 1875, the Run for the Roses was to be staged in September, instead of its usual place on the sporting calendar - the first Saturday of May. 

It was more crucial than ever to drive awareness of one of America’s favorite pastimes - having a bet on the Kentucky Derby. BOC set to work for its client, the Churchill Downs-owned horse racing wagering company, TwinSpires.

KENTUCKY DERBY

CONCEPT

With no crowds being allowed at the event, it was important to communicate that the Derby could still be enjoyed at home via the TwinSpires app and website.

“TwinSpires, your ticket to the Derby”, was born, and the team then used its vast knowledge of the horse racing industry to build a content strategy to support the brand promise.

Hundreds of individual pieces of content were created by BOC Agency in the weeks leading up to the event, including still assets, live and pre-recorded wagering focussed videos, historical/statistical videos, and interviews and feature stories with Derby jockeys and trainers.


Results

BOC Agency’s content attracted nearly 2 million video views across TwinSpires social channels, including more than 300,000 minutes of watched video and more than 30 million impressions. 

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