The Illinois Derby is Hawthorne Race Course’s signature springtime race, but was almost entirely unknown outside of a dedicated horseracing audience. Though some promotional efforts were in place to highlight the race, they were largely tangential to the race itself and were focused on one day.
360⁰ spread out festivities over three days with a different target audience for each day, thereby focusing race news to Saturday, family festivities to Sunday and pre-race promotional coverage to Friday. Multiple media placements were achieved for each day with viral publicity generated from Friday’s promotions with the Loop Rock Girls.
The Rock Girl promotion was both a marketing concept designed to entertain and draw-in fans, as well as a media-genic publicity stunt that developed into a live camel race with reigning media personality, Johnny B. The result was extensive media coverage, increased attendance and positive brand impressions.