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Kentucky Derby $5 Million Pay Day
Churchill Downs wanted to draw attention to its Web site, www.kentuckyderby.com, as well as to the race itself. Together with SCA, they customized a contest designed to reward the fan who could correctly predict the finishing order. While no one walked away with the $5 million grand prize, an Ohio woman managed to take home a hefty consolation prize.
Objectives:
- Generate excitement around the 130th running of the Kentucky Derby.
- Enhance the Kentucky Derby brand by introducing fans to the Web site.
- Educate people about the nation's premier horse race and increase their enjoyment of the sport.
Strategies:
- Customize a Web site powered by SCA's technology and prize coverage.
- Require fans to register in order to play; collect valuable data from the registrations.
- Correspond with fans via email, alerting them to news and events surrounding the Derby.
- Award $5 million to the fan who correctly predicts the order of the finishers.
- Offer a $25,000 consolation prize to the fan who correctly matches the order of the greatest number of horses, if no one matches all of the horses correctly.
Results:
- 1.4 million unique visitors logged on to www.kentuckyderby.com, an increase of 70% over last year.
- 250,000 individuals signed up to play, a 45% increase over the previous year.
- An Ohio woman who correctly predicted the first five Derby finishers in order took home the "25,000 consolation prize.
- "The second annual Kentucky Derby "5 Million Pay Day accomplished everything we had hoped. We look forward to reaching additional fans next year."
