Old Forester Kentucky Turtle Derby
[Strategy, 2021]
The first Saturday in May is known in Kentucky as Derby Day, but now another racing tradition is growing in popularity in the Bluegrass State: The Slowest Two Minutes In Sports.

This all started during the pandemic when the Kentucky Derby was postponed and Old Forester, as a sponsor of the event, needed a digital activation to help keep fans excited. We learned that the only other time the Derby was delayed in its history - in 1945 because of a horse-racing ban - a turtle derby was the replacement. So, we helped Old Forester resurrect this one-of-a-kind sporting event.

We knew fan engagement was paramount, so we went above and beyond to do some fun things, like putting out a search for real fans to compete to be one of 8 turtle jockeys, turning them into custom, digital jockeys who appeared atop the turtles as they raced.

The Kentucky Turtle Derby was broadcast in more than 10,000 bars nationwide on Derby Day. Even though in-person Derby Day is back, the Kentucky Turtle Derby is now in it’s 3rd year.

Little Black Book, American Whiskey Magazine