Kentucky Derby
$5 Million Pay Day

Churchill Downs Objective:
Churchill Downs sought to enhance their brand by drawing attention to their race and Web site, www.kentuckyderby.com, as well as educate and entertain equestrian fans.

The SCA Solution:
The Web site offered $5 million to the person who correctly predicted the order of the horses in the upcoming race. A secondary prize was offered to the person who matched the greatest number of horses if no one matched all of them. Powered by SCAinteractive, the Web site required fans to register before playing, allowing Churchill Downs to collect valuable customer data and correspond with registered fans via email, alerting them to news and events surrounding the Derby.

Promotion Results:
	1.4 million unique visitors logged on to www.kentuckyderby.com, an increase of 70% over last year.
	250,000 individuals registered, a 45% increase over last year.
	While no one captured the $5 million, $25,000 was awarded to an Ohio woman who correctly placed the greatest number of horses.
	"The second annual Kentucky Derby $5 Million Pay Day accomplished everything we had hoped. We look forward to reaching additional fans next year."

Smarty Jones Captures Kentucky Derby and
$5 Million Bonus

Louisville, KY - Oaklawn Park wanted to spur Smarty Jones on to win the most well-known horse race, the Kentucky Derby, and they wanted a big incentive to do so.

After having won the Rebel Stakes and the Arkansas Derby, the undefeated Smarty Jones was working towards another victory, which would win him the richest prize in the history of the sport, a $5 million bonus.

With $3 million already covered, Oaklawn Park turned to SCA to cover the last $2 million within a matter of days. On Saturday, May 1, Smarty Jones sailed through the mud capturing the 130th Kentucky Derby by only 2 3/4 lengths, and along with it, the $5 million purse.

"SCA was extremely efficient throughout the entire process," said John Beam, Vice President of Willis Sports and Entertainment. "They provided a quote within hours and worked with the client to reach a number that made sense for both parties."

"And when the bonus was ultimately triggered on race day, SCA had a check delivered by that Wednesday. It made my job easy to facilitate the process, and it made the client extremely happy."