The race that gets fingers flying

The race that gets fingers flying


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

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

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