The race that gets fingers flying

The race that gets fingers flying

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

The Unparalleled Power Of Music Festival Activations: Insights From Live Nation ANZ
  • Partner Content

The Unparalleled Power Of Music Festival Activations: Insights From Live Nation ANZ

According to Kristy Rosser, senior vice president of marketing solutions and client services at Live Nation ANZ, experiential activations at music festivals offer brands an unparalleled opportunity to engage deeply with their audiences, creating memorable moments that resonate long after the event. Rosser will join a panel of experts at the Activation Showcase in Melbourne […]

Partner Content

by B&T Magazine

B&T Magazine
Sara Lappage On The “Sliding Doors” Moment That Sparked The QMS COO’s Journey Into The Media Industry
  • Partner Content

Sara Lappage On The “Sliding Doors” Moment That Sparked The QMS COO’s Journey Into The Media Industry

Sara Lappage, QMS‘s Chief Operating Officer, is passionate about brands. Thriving on developing brands that fit the identity and essence of the business or product they represent, she has been responsible for two major rebrands and a brand refresh over her years working in the space. Having just yesterday been named in the Women In […]

Partner Content

by B&T Magazine

B&T Magazine
Spotlight On Sponsors: INDY 500 Accelerates Reach With ELF Cosmetics Partnership
  • Marketing

Spotlight On Sponsors: INDY 500 Accelerates Reach With ELF Cosmetics Partnership

The INDY 500 has secured a first-of-its-kind new deal with ELF Cosmetics, utilising social media to expand the open-wheel car racing competition to new and diverse audiences. Meanwhile, Hockey Australia has extended one of the most enduring partnerships in Australian sporting history. Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major […]

TMA’s Sherilyn Shackell Wants You To Join The Rebellion!
  • Opinion

TMA’s Sherilyn Shackell Wants You To Join The Rebellion!

Life is f**king tough right now, and we’re all so over it. In this op-ed, Sherilyn Shackell, Founder and Global CEO of The Marketing Academy unpacks the downward vortex of ridiculously long hours, toxic cultures, control & command leadership, financial hardship and uncertain futures that is sucking the energy from even the most optimistic people. […]

Opinion

by B&T Magazine

B&T Magazine
Salesforce Unveils New AI-Powered Einstein Copilot Capabilities For Marketers
  • Technology

Salesforce Unveils New AI-Powered Einstein Copilot Capabilities For Marketers

Salesforce has launched new Einstein Copilot tools for marketers, giving them the ability to automatically create campaign briefs, personalised content and promotions from their data. B&T was on the ground at Salesforce’s Connections event in Chicago to hear first-hand about the new tools. All of these new tools rely on Salesforce’s Data Cloud platform that […]

AZK Media Launches Customer Catalyst As Demand For Video Content Grows
  • Advertising

AZK Media Launches Customer Catalyst As Demand For Video Content Grows

Technology PR and marketing agency AZK Media, has launched a pure play video-content business called ‘Customer Catalyst’ as demand for premium video content continues to surge. Lead image: Wayne Williams & Azadeh Williams Research shows 64% of businesses see an increase in website conversions from having a customer testimonial video as part of their marketing […]

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm
  • Advertising

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm

Digital consultancy G Squared has launched a performance media creative division that will be led by The Hallway’s former general manager, Chris Murphy. The new capability enables G Squared clients to tap into a team of creative specialists who will develop, optimise and scale effective campaigns across digital media channels. G Squared said that it […]

Want your business to become more competitive? Invest in people
  • Opinion

Want your business to become more competitive? Invest in people

Learning and development can sometimes fall into the “nice to have” bucket – but John McNerney, managing director AUSEA at Yahoo, makes the case that in a tech-driven age marketing leaders should prioritise their employees’ development if they want to get a leg up on competitors. Good businesses are like ships. They’re places where everyone […]

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025
  • Marketing

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025

Universal Live Entertainment Announces Global Partnership with TEG Life Like Touring to Produce a Live Show Version of DreamWorks Animation’s Gabby’s Dollhouse. DreamWorks Animation, Universal Live Entertainment, and TEG Life Like Touring will be collaborating on a live touring show inspired by the magical world of hit series Gabby’s Dollhouse. TEG Life Like Touring revealed […]