After two years of disruptions, a capacity crowd of 160,000 fans would return to the iconic Churchill Downs racecourse in 2022 for the 148th running of the Kentucky Derby.
America’s longest continuously running major sporting event is one of the most recognizable in the country, and for our betting partner TwinSpires, their most important event of the year.
Through a strategy of targeted purpose-driven content, BOC was tasked with strengthening the connection between TwinSpires and the Kentucky Derby with the goal of creating brand preference and acquisitions ahead of the Run for the Roses.
BOC worked with TwinSpires on a multi-phased content approach, which commenced with trainer and jockey interviews and feature stories three weeks out to build awareness of the event.
As the race drew closer, our content was designed to connect TwinSpires with the Kentucky Derby and drive sign-ups, which was achieved through a television commercial and user-acquisition videos that drove an action, along with coverage of key lead-up events. Conversion was the name of the game on the day of the Derby, as fans rushed to get their bets down on what has become an American pastime.
In addition to managing talent, BOC created more than 300 individual videos for TwinSpires channels and media buys.
It was another incredibly successful Derby for TwinSpires, which attracted a record number of new funded accounts and record turnover on the day’s racing.
TwinSpires’ social channels saw follower growth at an average of 9%, and impressions per post and engagement per post were both up significantly YOY. BOC’s videos were some of the highest performing posts across TwinSpires channels and boasted a total of more than 1.5 million views.