There comes a time in every organization where they MUST evolve to survive.
Behold...Kegasus!
Horse racing is at that junction right now.
Truth be told, it’s needed to evolve for several generations now.
As someone who enjoys watching the Triple Crown races, I can say that the industry has felt…old and stodgy for quite some time. Maybe it always has.
But the Preakness Stakes in my hometown of Baltimore has found a way to evolve their brand and attract a larger audience.
I’ve never attended the Preakness infield party, but I know many, many, many people who have lived the party for a long time there. It’s a beer-soaked fiesta, where the scene is AS IMPORTANT as the scene in the sky boxes. Just on a much different level.
The Maryland Jockey Club appears to have embraced the duality of the event, being so prim and proper, while also allowing a forum for hedonism and liver-killing.
On Tuesday, they announced their advertising campaign for the InfieldFest, entitled “Be Legendary” and featuring Kegasus, a half-man, half-racehorse who loves to party.
Oh, and he Tweets.
To me, the Preaskness campaign combines elements of Barney Stinson (my PR role model), the Old Spice commercials and most comedy beer ads.
I mean that with love – those are three fantastic sources of inspiration to attract an audience of folks that will enjoy letting loose while horses are running around them in circles.
The social media aspect is a gamble. They are building a character who exists to promote one day a year. Will people invest in this character’s sure-to-be low-brow humor? And if they do, will they get tired of it quickly?
The key here is making sure that this character is multi-dimensional. Kegasus must be MORE than just the embodiment of one party for it to succeed in the social media space. He must exist in the real world to give them the benefit I think they are looking for – create buzz around a younger, more plugged-in audience ready to have a good time that may come to the track outside of just the Preakness. Those spectator dollars are sorely lacking in horse racing – the sport NEEDS a thunderburst of excitement. Can a sorta mythical character provide it?
You’ve got my attention, Kegasus…show me what you’ve got. Your sport is depending on you.
improvement is one of the best ways...
but the best of all is stopping it...
they are taking to many rick for the business that they still don't know if they could make it or they will be just loss
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