Marketers Up! Lessons From the Kentucky Derby on Reaching Young Audiences

When it comes to high-profile sporting events, there are several that come to mind for marketing and brand professionals: the Super Bowl, Formula 1, the Olympics and the World Cup, to name a few. All of these events share the same goal: Make an impact to attract the attention span of new audiences, specifically younger cohorts, around the world. Gen Z is an audience every brand, sporting event and team is trying to reach and approach in different ways. For example, the Super Bowl invited creators to be part of the experience, and Formula 1 is doing the same with their latest racing venture in Miami. Yet there is another sporting event doing this while keeping to tradition and embracing their history to innovate as a brand. When it comes to the sport of horse racing, there is nothing bigger than the longest-running race in the sport: the Kentucky Derby. Held each year at Churchill Downs, the Derby just completed its 148th Run for the Roses, and the event fosters a unique experience full of tradition, Kentucky pride and elegant fashion. Specifically, the Kentucky Derby has been actively working on reaching new younger cohorts of fans, not just for the horse racing industry but to make the Kentucky Derby experience the “Super Bowl of the spring.” The primary goal to stand out with these audiences is through interactive experiences that are brand-aligned while educating on horse racing. Brands Harness Kentucky Derby Horse Power Entertaining, informational content A long shot won the Kentucky Derby, but it was social media that won the trophy for growth in followers and coverage of the Kentucky Derby, with nearly 20,000 new followers per day. Why did they get so many new followers each day though? There's a lot of information and questions people may have about what goes on exactly at the Kentucky Derby. For example, how many people know how to read the odds to bet on a horse? How do the horses end up in their number gate? Did you know the phrase “Keeping up with the Joneses” came from the horse racing industry? What is the difference between placing a bet for a horse to win, place and show? The Kentucky Derby’s TikTok account featured several informational videos outlining how to read the program and make informed bets. For those who may not be familiar with horse racing, this was a huge benefit in reaching new audiences and making new fans in the process. Atmosphere and culture are key The Kentucky Derby is a unique sporting event filled with tradition across the spectrum. There's the culture that involves the horse racing industry itself, but there are other aspects to it, such as fashion (specifically hats). While fashion shows are limited to the runway, the fashion show is everywhere at Churchill Downs, from the cobblestone near the Paddock to the stands and Millionaires’ Row. It's everywhere for the world to see. How does this tie into the marketing? Are these fashion brands taking advantage of these opportunities? Sponsored brands are presented everywhere, too. But for Gen Z and younger cohorts, the focus is on brands that create a unique experience they can participate in while also aligning with their brand values. Brands like BMW, La Crema, FTD Flowers and Woodford Reserve all had Instagram backgrounds for attendees to take pictures and videos at. Local talent extends presence and reach Partnerships are key when it comes to brands reaching new audiences. Along with established partnerships and sponsorships at the Kentucky Derby, this year presented a unique opportunity to showcase local talent from the music industry. Grammy award-nominee Jack Harlow, who is from Kentucky, filmed the music video to his song "Churchill Downs" with Drake while at the Derby. While this is a very unique alignment and timing, it shows the power of tapping into local talent to extend brand presence to a new audience (which Harlow has) and brand awareness through entertainment. Plus, the reach of celebrities attending an event can motivate their fans to come the following year. Be a part of the experience The Kentucky Derby team turned their attention to Instagram and TikTok, two channels they wanted to reach for a future audience, with a focus on viral moments to generate interest and engagement in the race. From the viral video of Harlow being carried off the track so his shoes wouldn’t get dirty to celebrities making their predictions on the red carpet, like Bobby Flay did with Rich Strike, events like this are filled with opportunities. It creates content that showcases the overall unique experience people have, which could motivate people to attend in the future. This is a sure bet: The Kentucky Derby, with its wealth of history and tradition, will continue to be a player to watch in social media marketing. They've earned their place in the starting lineup for global events that are helping shape the next wave of innovation and creative executions for brands in the event space.