Usually one of the staple dates on all sports fans calendars, the 146th running of the Kentucky Derby was delayed this year from it’s normal first Saturday of May date until Labor Day weekend. While the circumstances were different for this year due to COVID-19 rules and guidelines, there was still much to be talked about, with the biggest story being Tiz the Law’s run at keeping the Triple Crown alive.
Using the Zoomph platform, we analyzed the conversation around the event beginning with the lead up to the event during the week and through the event.
Between the time frame Monday, August 31 2020 at 12:00am and Sunday, September 6 2020 at 12:00am, we saw over 36,000 organic posts gathered into our feed from over 27,000 unique authors. These posts generated over $1.7M in social media value on Twitter through nearly 450,000 engagements.
Outside of the official Kentucky Derby and Churchill Downs accounts, we saw a couple of major influencers on Twitter. Among the biggest of them was Samy Camacho. Camacho is a well-known horse jockey who was set to run on King Guillermo before the horse was scratched from the race. Camacho was sharing posts throughout the week leading up to the event, giving the perspective of a jockey during Derby week.
The benefit of winning? The social media attention. The winner of the 146th running of the Kentucky Derby Authentic got much of it. From the usual celebratory Tweets to the conversation around the ownership of the horse, there was a lot of buzz about the horse. Over the same time span used above, there were over 22 million total impressions in Tweets mentioning Authentic, attributing to over $200,000 in social media value.