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.
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
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.
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.