The Kentucky Derby is the longest-running major sporting event in the United States, having being staged every year since the inaugural race in 1875. It is known as the third most recognized sporting event in the country, behind the Super Bowl and Baseball’s World Series.
After being moved to September in 2020 due to Covid, the 147th running of the Derby returned to its usual place on the sporting calendar in 2021, the first Saturday of May.
Our challenge was to not only help drive awareness of the iconic event, but more importantly establish the connection between TwinSpires and the Kentucky Derby, creating brand preference and account conversions through a strategy of purpose-driven content and quality storytelling.
We tailored our content around a three-phase approach. Phase 1 commenced three weeks out withinitial event awareness. In Phase 2, the week leading into the race, our content was structured around connecting the event to TwinSpires and converting account sign-ups. The single biggest day of the year for TwinSpires is the day of the race, and with that in mind, our content and social engagement hit fever pitch and focused on conversion.
More than 500 pieces of Derby-related content were created by BOC for the various TwinSpires channels, ranging from jockey and trainer interviews, feature stories on participants, live event production, user-acquisition videos, statistical/historical videos, wagering-focused segments and still assets.
In addition to working with the regular talent pool, BOC was also responsible for recruiting and producing additional talent.
During the three-phase campaign, TwinSpires earned 4.4m organic impressions across all social channels, which was a 115% YOY increase. Engagement was up across all channels, and BOC’s videos alone attracted more than 2 million views.
BOC’s content contributed to a highly successful 2021 Kentucky Derby for TwinSpires, which boasted a record number of new funded accounts and record turnover on the day’s racing.