Our Work

Expert Picks

Challenge

To create a monetizable content play for Churchill Downs' horse racing wagering brand TwinSpires, that could have a tangible effect on wagering bottom line results, without any above the line spend attached.

Expert Picks

CONCEPT

Individual thoroughbred race previews titled "Expert Picks", which sit within the wagering platforms (app, mobile and website). Each preview is designed to enable easy access to race picks, conveyed in a simple to understand manner, for fast wagering driven results. By expanding the existing network of TwinSpires handicapping talent, combined with BOC Agency's 24 hour production abilities, the aim was to have more than 1,000 previews per month. This method has been previously tested in other racing jurisdictions, with outstanding results.


Result

With the goal achieved of more than 1,000 previews per month, "Expert Picks" has produced a six figure uplift in TwinSpires wagering handle, with no above the line marketing spend. Client now has plans to expand this content and dedicate above the line spend to ensure the opportunity that these have created is capitalized upon.