Audible's Audible

With the Kentucky Derby this past weekend one part of the races which always draws attention is the horses name, however this year one stuck out against the sea of cheeky catchphrases. The horse Audible started in post five, and although it finished third, the Audible company still relished in marketing success perhaps even greater than their potential Kentucky Derby one. The company now owned by Amazon utilized a marketing technique featured in the film The Persuaders called guerrilla advertising to reach the consumers though abstract means.It was featured in an article on CNN which convinently posed the question we've all been wondering Why is Amazon backing a horse in the Kentucky Derby? Partly because it expands its target market beyond book lovers- now it can reach sport fanatics too. Additionally the Kentucky Derby is often has a connotation of being elitist, which could help Audible target an upper class audience. However despite Audible's third place finish he still has done wonders for his sponsors who have easily affiliated themselves with the likes of horse racing champ American Pharaoh, to build a new platform for them with longevity.