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Sportsbet: Tweet-Powered Horse

Sportsbet’s innovative Tweet-powered campaign tops Twitter trends

Leading Australian bookmaker Sportsbet set out to engage and reward Australia’s punters on Twitter in the lead up to the nation’s richest horse race: the Melbourne Cup.

Sportsbet used Twitter hashtags to power a real-time, velocity-driven race horse around a virtual track—offering prizes to drive engagement.

Challenge

Australia’s Melbourne Cup horse race—held each year during spring carnival—is known as “the race that stops the nation.”

Just short of $100 million is wagered on the race each year.

Sportsbet, a leading bookmaker, wanted to find a unique way to engage punters on social to drive brand awareness leading into the biggest event of the year.

Sportsbet set three goals for the campaign:

  • Amass 10,000 Tweets mentioning @SportsbetComAU and the competition hashtag #TheBetsTime
  • Trend Australia-wide
  • Achieve 75% of category engagement

Solution

In true Sportsbet style, the company put its money on a virtual Tweet-Powered Horse. In addition, $10,000 in cash prizes was up for grabs.

Entrants were required to follow Sportsbet on Twitter and power the horse by Tweeting #TheBetsTime. Cash prizes would be triggered by lucky Tweets throughout the race.

Results

The campaign was a huge success for Sportsbet.

  • 11,000 Tweets aggregated
  • #TheBetsTime trended in the number 1 spot Australia-wide
  • SportsBet achieved 98% of category engagement

With Stackla, Sportsbet was able to harness social media to drive massive brand awareness leading into the biggest betting event of the year.