Karen Freberg is a professor of strategic communications on the College of Louisville.
Everybody desires to focus on Gen Z in the case of promotions, advertising and marketing, PR and experiences. From shopper manufacturers to sporting occasions, everybody desires to seize probably the most beneficial asset this viewers has to supply: their consideration.
The Kentucky Derby is thought for its historical past and custom of horse racing, vogue and leisure sporting experiences which have made it a bucket checklist merchandise for 150 years. Their legacy for being a worldwide premier sporting occasion has been established.
Nevertheless, The Kentucky Derby has solidified itself as a model that has turned custom into transformation to seize the eye of Gen Z and Gen Alpha. How did the crew from the Kentucky Derby do that and what classes can PR professionals garner from KYD 150?
- Absolutely embracing the creator tradition on and offline. Celebrities are a part of what makes the Kentucky Derby iconic. Nevertheless, bringing collectively celebrities – creators, entertainers (Jimmy Fallon and Jack Harlow), sports activities icons (Travis Kelce),and extra –helps create content material throughout social media channels. This has performed a key position within the Derby’s general technique, particularly on TikTok and Instagram. Content material ranged from high-resolution movies and Reels to tiny mic interviews with attendees and celebrities, to even AI-generated images showcasing the brand new age of content material creation, which supplied a 360-degree perspective of the occasion past the race trackto seize Gen Z’s consideration.
- Creating new partnerships geared in the direction of experiential advertising and marketing for Gen Z. There have been many new partnerships that have been introduced with manufacturers for the KYD 150 that have been marketed to all audiences, however have been geared in the direction of the youthful viewers. Some new partnerships that have been introduced in included PopCorners (a speakeasy activation), Boot Barn (customizable cowboy hats), Sports activities Illustrated (Membership SI), and vogue collaborations with manufacturers comparable to Aviator Nation and Fanatics. Style concepts have been additionally showcased of their partnership with Pinterest as nicely, a platform that garners each excessive use and respect for Gen Z.
- Bringing TikTok FYP to RLP (Actual Life Web page). Churchill Downs partnered with Unwell, which oversees the podcasts of Alexandra Cooper (Name Her Daddy) and Alix Earle (Scorching Mess). The Kentucky Derby featured a brand new activation within the infield at Churchill Downs in the course of the Kentucky Derby 150 to characteristic two modern-day media trailblazers to interact with the Kentucky Derby’s feminine fan base. Followers on the activation have been capable of ask questions of the podcast hosts and work together with them. Unwell had a sales space at Churchill Downs, that includes personalised merch and a glambot to create experiences for Gen Z to recollect their time on the iconic racetrack with Alex and Alix. Each hosts held their very own occasions at Jefferson Occasions for Thurby and Oaks earlier than the Kentucky Derby.
- Partnering with Gen Z and Gen Alpha to co-create engaged studying experiences. Churchill Downs and the KYD crew built-in college students of their occasions and advertising and marketing actions. From recruiting FFA college students to assist with floral preparations on the Style of Derby to Sullivan Culinary college students serving to celeb cooks serve luxurious meals to attendees, to College of Louisville college students helping with social media and occasion planning elements of the races. All these college students will be capable of add this expertise to their portfolios, which can make them marketable candidates for future employment.
The Kentucky Derby is the place in making legends on the racetrack, however this yr’s occasion was a real international masterclass for an iconic occasion by turning legacy into legendary by inventive advertising and marketing and promotional partnerships, experiential experiences, and revolutionary content material methods in attracting the subsequent technology of followers.
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