The race that gets fingers flying

The race that gets fingers flying
SHARE
THIS



WHY THE MELBOURNE CUP IS A SURE THING FOR MARKETERS WITH A MOBILE STRATEGY

There has never been a better time for marketers to start leveraging a mobile strategy around the Race That Stops A Nation.

Whether they are one of the 100 or so thousand thronged into Flemington, or massed in front of big screens in workplaces and pubs across the nation, the great bulk of Australians will be watching today’s Great Race with fingers at the ready near their smart phone.

Sharing, transacting and responding.

Moreso than any of its previous 153 incarnations, today’s Cup will take place in an environment where the mobile technology has caught up with the mobile bahaviour.

With the 4G roll out across all telco’s and 4G-enabled handsets now becoming the norm, audiences can take a more seamless part in any live event wherever they are.

Couple this with the roll out of free on-course wi-fi at Flemington and punters will be far better served to instantly interact and share their experiences through their mobile devices, especially important in a over-crowded area with limited connection.

More crucially today, those wanting a flutter will be better enabled to do so on- the go via the proliferation of ‘bet-in-play’ apps from online betting shops such as sportsbet.com.au

People are now more seamlessly connected during live events whether being in attendance, in the office or at home on the couch.

Instantly reacting in real-time to changing odds and conditions.

Sadly, the great tradition of lining up at bricks and mortar bookies, even on a day like today, may soon become a quaint anachronism rather than the rule.

Of course, it’s not just the Melbourne Cup where the marriage of behaviour and technology is forming a perfect storm of mobile opportunities.

It is the same for any must-see live event, be it sporting, or the finales of reality TV shows where the likes of Zeebox and Twitter have compelling offerings for dual screener marketing campaigns.

Marketers that have a well devised mobile strategy in place today will certainly find the odds well and truly in their favour.

Chris Steedman is M&C Saatchi's mobile APAC managing director

Please login with linkedin to comment

Latest News

Enero Agencies Team Up To Reveal What Makes A Brand Truly Great
  • Marketing

Enero Agencies Team Up To Reveal What Makes A Brand Truly Great

Insight and strategy consultancy The Leading Edge has conducted research into what makes a brand great. In partnership with its sister Enero group agencies Hotwire and Orchard, the report identifies five specific roads that take brands from good to great to greatness. The findings reveal that brands which encompass greatness have five distinct qualities: passionate vision, a sense […]

HP & Planet Ark Help Aussies Face Up To Plastic Pollution With Monster Installation
  • Campaigns

HP & Planet Ark Help Aussies Face Up To Plastic Pollution With Monster Installation

Australia is home to some of the deadliest predators in the world. But nothing has posed a greater threat to our environment and marine life than single-use plastic. A new report by HP and Planet Ark released last week found that Aussies rate marine plastic pollution as their top concern when it comes to environmental […]

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’
  • Media

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’

Ten teams of young creatives will vie for the prestigious Young Spikes Design Competition Award at Spikes Asia 2018, a three-day festival of creativity held between 26-28 September 2018. The competition garnered 123 submissions – the most of any Young Spikes competition – from executives aged 30 and under across the Asia Pacific and Japan. […]

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler
  • Media

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler

Corporate affairs agency Wilkinson Butler is delighted to welcome Nick Albrow to join its board as a director. Albrow joins chairman Peter Wilkinson and managing director Andrew Butler as the business builds on its reputation as one of the leading crisis and issues firms in Australia. Joining in September 2017 as an account director, Albrow has […]

Mastercard Marketing Chief Sarah Pike Exits
  • Marketing

Mastercard Marketing Chief Sarah Pike Exits

Mastercard marketing boss Sarah Pike has exited. Sadly, not via a half-pike somersault with twist, but the actual exit.

by B&T Magazine

B&T Magazine
Adobe Appoints New ANZ Marketing Director
  • Marketing
  • Technology

Adobe Appoints New ANZ Marketing Director

Adobe announces new ANZ marketing 'big cheese' who's set to go by the title of marketing director and not Queen Gouda.

by B&T Magazine

B&T Magazine
Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm
  • Media

Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm

Publicis Media agencies Zenith and Starcom were named a ‘Leader’ and a ‘Strong Performer’, respectively, in The Forrester Wave: Global Media Agencies, Q3 2018. Both agencies were among the select companies that Forrester invited to participate in this evaluation of the media agency landscape. Zenith received the second-highest score in the ‘Strategy’ and ‘Current Offering’ […]