Lessons from the Kentucky Derby for brand TikToks – PR Daily

Relating to sporting occasions, there are some that instantly come to thoughts just like the Olympics, Tremendous Bowl, and the NCAA Nationwide Championships. Every occasion is commonly listed as a bucket record merchandise for folks to attend and be part of the expertise.

One other sporting occasion that must be included on this group of premier sporting occasions is the Kentucky Derby, one of many largest international horse racing occasions on the earth. This yr marked the 148^th Kentucky Derby, and the horse racing occasion was in full show on-line and offline. Most predominately, the Kentucky Derby was ready to make use of TikTok and different social media channels to inform their story in an entertaining, distinctive and enjoyable method.

The Kentucky Derby is thought for its historical past and custom, nevertheless it must also be positioned in the identical dialog as different sporting occasions for innovation and creativity on the subject of their social media advertising technique.

Some greatest practices and classes discovered from the Kentucky Derby, particularly for his or her social media technique with TikTok and Instagram, embody:

• Having a sound technique for content material. The Kentucky Derby not solely centered on trending musical tracks, but additionally trending sounds that could possibly be tied to their content material. Researching the sounds which might be fashionable on the social leisure platform first, after which create content material that aligns with the model and occasion is essential, as proven with this video that includes a soundbite from Mike Meyer’s well-known character Dr. Evil.
• Capturing real-time occasions. Ensuring you possibly can seize wins, thrilling performs and updates on competitions are thought of basic sports activities and social media practices, however it may be utilized to TikTok as nicely. The Kentucky Derby made certain to seize the moments as quickly as Wealthy Strike gained the race, in addition to the ceremony of the roses and trophy for the successful horse.
• Content material to teach others concerning the occasion. Do you know the Kentucky Derby’s title sponsor, Woodford Reserve, has a $1,000 mint julep? Now you recognize – and the Kentucky Derby exhibits how one is created on TikTok as nicely. Educating on matters like this by means of short-form video may help construct a stronger reference to an viewers, and even encourage others to place the Kentucky Derby on their calendar for the longer term.
• Entertaining by means of capturing amusing content material. Everybody desires to be entertained and have amusing – which is likely one of the principal causes folks gravitate to TikTok within the first place. There have been a number of viral moments on the Kentucky Derby (moreover the long-shot win!), together with Jack Harlow. The Grammy-nominated rapper is from Kentucky and was the honored visitor to name the jockeys as much as the race. Nevertheless, earlier than he was capable of do it, he was escorted throughout the monitor so his sneakers wouldn’t get soiled. This video has change into the Kentucky Derby’s most-viewed video with over 10 million views.
• Embracing recent views and crew members. The Kentucky Derby has provided distinctive internships for college kids and younger professionals to assist with the social media crew, and it’s a good way for reverse mentorship to create a win-win state of affairs. College students and younger professionals are wanting to have the ability to contribute their concepts and views in actual world conditions and assist develop their experience, whereas manufacturers are in search of insights into platforms and communities to assist their model broaden additional. These alternatives are priceless for each, and this may be proven on this video with a number of the interns working with the social media crew for the content material.

If you’re in search of inspiration for occasion and social media advertising on TikTok, the Kentucky Derby is a certain wager for platform success!

Karen Freberg, Ph.D., is a professor in strategic communication on the College of Louisville. 

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