Hyping up a horse racing superstar and welcoming a new generation of fans into the timeless traditions of Kentucky Thoroughbred culture.
INCLUDED
Brand Positioning & Strategy |
Buzz and Earned Media |
Web Development |
Paid Media Campaign

A world First

Lane’s End, one of the world’s premiere Thoroughbred farms, and Keeneland, the historic Thoroughbred race course and auction house, joined forces ahead of the 2022 Breeders’ Cup World Championships to offer a pair of innovative firsts for the horse racing industry: an immersive Metaverse experience and a once-in-a-lifetime opportunity to own a percentage of Flightline, the world’s highest ranked racehorse at the time.

The Metaverse experience, designed to replicate the excitement of Keeneland’s iconic November Breeding Stock Sale, was hosted on Spatial and accessible via Meta Quest headset, desktop computer, or mobile phone.

As part of the activation, bidders were given the rare chance to join a 40-share syndicate in Flightline–a 2.5% ownership stake–via online, in-person, and phone auction.

The ensuing hype not only helped blow auction estimates out of the water, it introduced a new generation of fans into the timeless traditions of Kentucky Thoroughbred culture.

$4.6M

What the 2.5% stake in Flightline sold for $4.6 million.

4.6M

The audience of the Flightline Metaverse Auction Experience. The largest Breeders’ Cup Coverage audience since 1995.

WE’VE GOT THE WORLD TALKING...

“Fractional Interest in Flightline Is Up for Auction”

“Partial share of Breeders’ Cup Classic winner sold for $4.6 million”