Known as “The Greatest Two Minutes in Sports,” the Kentucky Derby earns its share of news buzz. But as one of the most popular springtime events for sale on Vivid Seats, the company sought to become known as the place to scoop up good deals on general admission and reserved seating tickets to the event.
Weeks before the “Run for the Roses,” LDWW contacted journalists with a range of Derby ticketing statistics, gaining first-mover advantage and becoming the go-to resource for reporters. To make the story attractive to media outside of the horse-racing world, LDWW devised a plan to compare Kentucky Derby ticket prices to the average prices to get in to other “greatest U.S. bucket-list sporting events,” such as the Masters, Super Bowl and the World Series.
LDWW’s approach worked. Vivid Seats coverage dominated Kentucky Derby news. In a matter of weeks, the agency generated almost 200 stories for Vivid Seats reaching audiences in excess of 400 million people. The resulting coverage drove massive demand for tickets on the Vivid Seats marketplace.