Twitter Expands Melbourne Cup Carnival Partnership For 2017

Twitter Expands Melbourne Cup Carnival Partnership For 2017
B&T Magazine
By B&T Magazine



Twitter, Seven Network, and the Victoria Racing Club (VRC) has announced a deal to live stream the 2017 Emirates Melbourne Cup to an Australian and global audience.

Twitter and the VRC collaborated in 2016 to stream the Emirates Melbourne Cup, and have expanded their partnership in 2017 with additional live content.

As well as ‘the race that stops a nation’, this year Twitter users can look forward to a live  (and free in Australia) stream of the marquee races of AAMI Victoria Derby Day, Kennedy Oaks Day, and Emirates Stakes Day

In addition to live and free broadcast coverage across the Seven Network, the live race streams will also be available to logged-in and logged-out users on Twitter and connected devices.

Fans will be able to access the live streams at melbournecup.twitter.com, via the free 7live App and 7live.com.au website or on @FlemingtonVRC and @7HorseRacing.

Twitter will also feature additional premium highlights from the Melbourne Cup Carnival, including the racing action, fashion and celebrities, and a range of behind the scenes action.

The live stream and highlight clips on Twitter will also include advertising packages with TV-style ad spots and pre-rolls. Content sponsors will include Tabcorp, Lexus and AAMI.

Suzy Nicoletti, managing director at Twitter Australia, said: “Twitter is where the world of sport is happening every single day, and Australian sporting events don’t come more iconic than the Emirates Melbourne Cup.

“Live streaming ‘the race that stops a nation’ was a huge success for us in 2016, with double the number of tweets on the previous year, and #MelbourneCup trending number one in 12 countries, so we can’t wait to go bigger and better in 2017.”

VRC’s executive general manager of commercial operations, Nick Addison, said: “We were thrilled to partner with Twitter to stream the Emirates Melbourne Cup to a worldwide audience last year, and we’re excited to be expanding this partnership in 2017, creating a truly global channel, ensuring anyone, anywhere can watch the Emirates Melbourne Cup.

“By leveraging the power of Twitter’s enormous real-time platform for reaction, commentary, analysis, and more, this partnership will again let Twitter users watch Seven Network’s exceptional production and interact with the action on and off the track as it happens.”

Seven’s director of sport sales, Patrick Moloughney, said: “Packaging the thrill of 7Sport’s expert coverage with even greater amplified content of the colour, movement and style that is the Melbourne Cup Carnival has allowed brands to get closer than ever before.

“In a combined 7Sport and Twitter offering, the packaging and partnership is a fine example of organisations collaborating to offer brands and consumers a heightened user experience.”

The 2017 Melbourne Cup Carnival live stream on Twitter schedule is as follows:

  • AAMI Victoria Derby Day – AAMI Victoria Derby: 3:50pm AEDT, Saturday 4 November 2017 (Australia only)
  • Emirates Melbourne Cup Day – Emirates Melbourne Cup: 3pm AEDT, Tuesday 7 November 2017 (available globally)
  • Kennedy Oaks Day – Kennedy Oaks: 5pm AEDT, Thursday 9 November 2017 (Australia only)
  • Emirates Stakes Day – Emirates Stakes: 4:55pm, Saturday 11 November 2017(Australia only)

 




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