The Kentucky Derby and the Churchill Downs racetrack are partnering with AOL.com to roll out a social media contest asking mobile users to display their commentating skills by uploading a video announcing final moments from previous Derby races to Vine, Twitter and Instagram, showing how marketers can take a unique angle with their mobile video campaigns. 

Consumers have one of three ways of entering the #HomeStretchSweeps contest, which will offer one grand prize winner a weekend getaway and VIP tickets to the 2016 Kentucky Derby. AOL.com plans to feature users? top entries, and will also spotlight the winning video.

?At AOL, we're passionate about creating an open, engaging and social-focused content experience,? said Jenny Depper, head of AOL.com entertainment programming, New York. ?The idea of having a social-first sweepstakes is a lot of fun for our users and a great way for them to share the cool experience they're trying to win with their network.

?We wanted users to be a part of the Kentucky Derby action and feel connected to other Kentucky Derby fans, regardless of whether they are able to attend the event live.?

Different spin
Although many brands frequently introduce social media contests where consumers are encouraged to upload posts with a designated hashtag, the Kentucky Derby is taking its campaign one step further and tapping a unique angle. By asking users to upload videos of themselves commentating on the final moments of a tight race, the brand is opening a large window for the contest to go viral.

?This is a fairly unique campaign and it will be cool to see its reach both within the younger audience and beyond,? said James McNally, director of business development at Fuzz Productions, Brooklyn, NY. ?This concept may lend itself well to people hamming it up.?

Consumers may submit mobile videos announcing the last seconds of the 2012 Kentucky Derby?s 138^th running onto Twitter, Instagram or Vine using the #HomeStretchSweeps hashtag. The videos will be cross-posted on AOL.com as well.

If racing fans plan to be onsite at this year?s Derby, they can find AOL.com representatives and show off their commentating skills live during the event using their smartphones and Tweeting the videos.

Shyer consumers who prefer not to display their personalities on camera may instead Tweet why the Derby is their favorite yearly sporting event to the @KentuckyDerby handle. Tweets must be 90 characters or less, and must link back to AOL.com?s rules page and include the #HomeStretchSweeps hashtag.

AOL.com will select top entries to showcase on its site, with some even having the chance to be featured on Churchill Downs Racetrack?s World?s Largest 4K video board. The winner will be chosen randomly, and users are allowed unlimited entries.

Mobile video?s strength
Leveraging mobile video for a social media campaign can add an additional second-screen component to contests that may otherwise become stale.

?We think Kentucky Derby fans will definitely enjoy this style of sweepstakes,? Ms. Depper said. ?Commentating the Kentucky Derby is a time-honored tradition and putting a social spin on that tradition is a great way for us to share this legendary event with a broader audience.

?Plus, what fan wouldn't want to win a VIP trip to the Kentucky Derby next year??

Anheuser-Busch?s Bud Light brand is leveraging native video in Tinder?s mobile dating application to promote the return of its Whatever, USA contest in which users get to show how ready they are to bring an up-for-anything attitude to a party town that will be created somewhere in the United States (see story).

Meanwhile, mobile video can also be used from an advertising standpoint. Online men?s retailer Frank & Oak is rolling out new digital ads that allow users to purchase through the video content on mobile devices (see story).

The Kentucky Derby?s partnership with AOL.com may result in an influx of videos posted onto social media applications, and could potentially become a viral hit if consumers decide to get particularly funny or creative with their entries. Regardless of winning outcomes, the Derby will certainly ramp up awareness for the yearly sporting event and spur some excitement for this year?s race, which takes place on May 1 and 2.

?The demo for this event does seem to be skewing younger, and this type of social campaign is a great way for anyone involved in the Derby ecosystem to engage with the fans,? Fuzz Productions' Mr. McNally said. ?I'd expect to see much more on the social front from brands that want to engage fans around the Derby. 

?There definitely is an element of see-and-be-seen to this type of event, and I think that will fuel people's submissions.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York