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When it comes to big horse racing events, it is hard to outperform the Kentucky Derby. Apart from having a long history and tradition, the Kentucky Derby still remains the top choice for most horse racing enthusiasts.
Additionally, the organizers managed to build a brand that carries horse racing into the future. Even if you ask a non-horse racing fan to name a horse race, there is a good chance that they’ll know the Kentucky Derby.
But how did they manage to build such a strong brand awareness?
Well, through clever marketing. The Kentucky Derby is one of the most technologically forward races that quickly adopts new technologies and trends even though it is a 150-year-old race. That’s why we are seeing the Kentucky Derby shared by influencers online and a lot of digital marketing campaigns that promote the derby throughout the year.
But the use of social media and digital marketing campaigns is not a coincidence. Horse racing is facing a major problem at the moment, and that is the decline in popularity among the younger audience. And in order for the sport to survive another 150 years, it needs young people to carry the sport.
This is where digital marketing campaigns come in handy. Through social media and other online platforms, people can learn more about the Kentucky Derby, contribute to the community, watch the race, and observe the odds to place a bet.
Throughout the preparation races, the horse racing odds by TwinSpires kept oscillating and this data was an important feature in many of the marketing campaigns leading to the event.
There is no denying that horse racing is going digital, and the Kentucky Derby is the leading locomotive that drives the sport into the future.
Kentucky Derby Digital Marketing Campaigns
The marketers of the Kentucky Derby are no strangers to digital marketing. In fact, they’ve deployed many different online strategies to promote the derby.
From paying big influencer names to share the Kentucky Derby, to creating special apps, emojis, and AR filters, the Kentucky Derby has always been focused on its online game.
How Does This Affect the Sport?
Well, the promotion of the Kentucky Derby on digital platforms brings many benefits to the table, such as:
Sharing a Word About the Derby
Social media and digital marketing are truly incredible. With one single video, you can reach millions of people, not to mention without spending a dime! It is also crucial for building brand awareness.
The digital marketing strategies for the Kentucky Derby helped in promoting the sport. Even though the derby is already very popular, not everyone knows it, right?
This is where social media and online marketing strategies come in handy. The organizers can promote the sport to thousands of new potential customers who might get interested in the race.
Attracting Younger Audience
As we mentioned before, horse racing is facing a big problem with its demographics. Most people who are interested in horse racing at the moment are in their mid-30s and up. This is all good now, but what will the derby look like in 15-20 years when there are no people to carry the torch?
Social media and online campaigns are perfect for getting younger people interested in the sport.
Kentucky Derby has focused on showcasing not only the race but horse racing in general. Getting young people interested in horse racing will be beneficial for all races.
Audience Interaction
Traditional marketing lacks in one area, interaction. You promote a brand without really knowing what the other half has to say. However, with online marketing and social media, the situation is different.
Not only fans can interact with big brands like the Kentucky Derby, but also get more involved in the sport. This can ignite their passion for horse racing!
Additionally, the Kentucky Derby can receive valuable insights on what people like or dislike and what needs to change. Adapting to these strategies will make sure that the derby survives for a long time.
Other Opportunities
When it comes to digital marketing, there are limitless possibilities. Brands can run different kinds of campaigns, target specific audiences, and reach their goal much easier. This strategy also unlocks many opportunities for the sport and allows non-horse racing fans to see what is the sport about.
Traditional marketing definitely has faced some limitations, but with digital marketing, the opportunities just keep coming. The Kentucky Derby can create quizzes, pools, video or image campaigns, use blockchain technology, and much more.
Final Words
All of these things impact the Kentucky Derby in a positive way. We get to see a new, more future-forward brand, that still holds tight to tradition but with a modern twist.
It is what will take the Kentucky Derby to the next level and make it the ultimate horse race that will last for many generations.