Background

The official sponsor of the Kentucky Derby, Woodford Reserve, is a premium small-batch Kentucky straight bourbon whiskey.

Challenge

Nearly 85% of consumers reach for their phones during TV commercial breaks. Woodford Reserve wanted to capture the attention of these second-screen viewing consumers to extend the reach and awareness of its Kentucky Derby sponsorship. Using Twitter video ads, Woodford Reserve’s agency, Spark Foundry, sought to deliver on this goal while maintaining efficient costs.

Solution

Within Scope, 4C’s integrated platform, the Spark agency team leveraged TV Sync to activate video tweets on Twitter at the same time the target audience of whiskey/bourbon drinkers saw Woodford Reserve TV spots during the Kentucky Derby on NBC. Advertisers can use TV Sync to reach relevant audiences at impactful times by triggering ads to launch on social when live moments occur on TV or in sports.

Results

Spark achieved stronger performance for Woodford Reserve Twitter synced campaigns compared to the same (non-synced) placements they ran during the Derby.

  • 210% more video completions
  • 7% higher video views
  • 190% higher video completion rate