Sportsbet’s Tweet-powered horse 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.

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.

See how you can start getting better content with less effort.

We respect and value your privacy, read our Privacy Policy here.