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

The event embraced its tradition and leaned into social media

A rider on a horse with the TikTok, Instagram and Twitter logos behind it.
The team focused on Instagram and TikTok to reach a future audience with viral moments.Rob Carr/Getty Images
Headshot of Karen Freberg
By Karen Freberg

 

Consumers don’t just seek out a commitment to DEI, they expect it. Our new story with Amazon Ads showcases how innovators of inclusive advertising help brands ensure ads can be enjoyed by all. Read more. .

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.

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Headshot of Karen Freberg

Karen Freberg

  • @kfreberg

Karen Freberg is a professor in strategic communications at the University of Louisville and is a member of Adweek's Academic Council.

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