Harnessing the power of brand activation at horse racing events can transform audience engagement. This article offers practical strategies informed by seasoned professionals in the field, providing a roadmap for brands to captivate and connect with diverse groups. Discover actionable insights for creating memorable experiences that resonate with spectators and amplify your brand’s presence.
- Create Over-The-Top Spectacle
- Drive Immersive Brand Experiences
- Boost Brand Engagement
- Focus On Interactive Experiences
- Leverage Personalized Marketing Solutions
Create Over-The-Top Spectacle
Justin Belmont, Founder & CEO emphasized the importance of creating an over-the-top spectacle at the Kentucky Derby. He said, “If you’re a brand trying to win at the Kentucky Derby, think less about stiff sponsorship and more about over-the-top spectacle. Consider custom mint julep bars, flashy photo opportunities, or even augmented reality (AR) fashion try-ons for those wild Derby hats. The biggest spenders are definitely from high-income metropolitan areas like New York City, Los Angeles, and Dallas—these folks fly in, bet big, and party even bigger. The Derby brings in close to $400 million in economic impact, so it’s undoubtedly a major cash cow. As for the Latino community, they’re the heartbeat behind the scenes—many jockeys, grooms, and trainers are Hispanic, and they’ve helped shape the culture of the sport. Brands that highlight and celebrate that have a huge opportunity to stand out.”
Drive Immersive Brand Experiences
Jen Stamulis, Director of Business Development shared her insights on creating immersive brand experiences. She said, “In my role at Elasticity, I’ve had the opportunity to drive strategic brand engagements for major cultural events like the Super Bowl. At the Kentucky Derby, creating immersive brand experiences can be highly effective. For example, with my experience launching successful campaigns for Avocados from Mexico, combining cultural elements with gamified engagements can attract diverse audiences beyond the traditional attendees.
Data-driven targeting is key. Focusing on demographic insights, brands should tap into consumer behavior patterns that celebrate both the horse racing tradition and emerging betting markets. Brands I’ve worked with successfully used integrated media strategies to engage with fans through mobile platforms, enhancing the event experience and encouraging real-time interactions.
Hispanics make dynamic contributions to the event not just as spectators but in roles like jockeys and trainers. Celebrating these roles with culturally relevant marketing, similar to the NFL’s initiatives during Hispanic Heritage Month, can foster deeper engagement. Showcasing stories and leveraging digital storytelling can bridge connections, amplifying both reach and relevance.”
Boost Brand Engagement
Magee Clegg, CEO discussed strategies for boosting brand engagement at the Kentucky Derby. She said, “Engaging in brand activations at the Kentucky Derby can significantly boost brand engagement thanks to its blend of tradition and excitement. In my experience at Cleartail Marketing, using culturally thematic setups can amplify consumer interaction. Consider creating experiences that immerse attendees in the heritage of horse racing, leveraging AR technology to provide a modern twist on traditional storytelling.
Atlanta is another strong market to target for the Kentucky Derby. This city has a vibrant social scene that aligns well with Derby parties. We’ve seen success in increasing engagement by partnering with local influencers to amplify campaign reach—helping to increase a client’s website traffic by over 14,000%.
Targeted marketing can also effectively engage Hispanic audiences, a growing demographic at the Derby. By tailoring messaging that recognizes their contributions to the culture and sport of horse racing, brands can foster a personal connection. We’ve seen the significance of customized outreach; it’s the little details that bridge cultural gaps, much like the custom LinkedIn Outreach strategies that have added over 400 emails monthly to client email lists.”
Focus On Interactive Experiences
Fahad Khan, Digital Marketing Manager highlighted the importance of interactive experiences. He said, “Brand activations should focus on creating enticing and interactive experiences that appeal to a wide range of user segments, particularly younger audiences. Collaboration with popular lifestyle brands, social media events, and experiential lounges are among the successful brand activations to enhance the festive environment. For example, joining hands with beverage brands like Budweiser, offering unique experiences and Instagram-worthy photo opportunities, would elevate the attendees’ experience throughout the entire day.
The hospitality sector, along with local travelers and tourists, significantly contributes to the event and has the highest turnout for betting and parties. Hotels experience a 92% occupancy rate, and local restaurants have increased traffic during the Derby Weekend. Visitors usually spend heavily at all these places, creating a substantial economic impact.
The Kentucky Derby event has a significant impact with massive revenue generation. The Hispanic community drives a unique cultural contribution to the event.”
Leverage Personalized Marketing Solutions
Rob Gundermann, Owner shared his approach to personalized marketing solutions. He said, “As a digital marketing specialist with a focus on personalized marketing solutions, I see significant opportunities for brand activations during the Kentucky Derby. Focusing on local service-oriented businesses, a brand strategy I employ involves leveraging targeted social media campaigns and creating immersive experiences that resonate with the audience’s lifestyle and preferences.
Markets like Louisville benefit from substantial economic activity surrounding the Derby, attracting attendees nationwide for betting and parties. Engaging with these significant local markets using data-driven local SEO campaigns can help businesses attract high-net-worth consumers looking for premium experiences.
The economic impact of the Kentucky Derby is substantial, contributing around $400 million to the local economy. Incorporating a Hispanic-focused campaign by recognizing their cultural contributions, such as showcasing Hispanic jockeys or tailoring celebratory events in Spanish, could significantly improve engagement. By personalizing these brand activations, companies can tap into this vibrant demographic and lift their brand visibility both locally and nationally.”
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