Why Brands Can Benefit From Getting Involved in Melbourne Cup

Why Brands Can Benefit From Getting Involved in Melbourne Cup
SHARE
THIS



Tomorrow, most of Australia will knock off early and head over to the pub to watch the race that stops a nation.

And while it might seem like a frivolous excuse to get on the sherbets, it’s also a great opportunity for brands to push their own agendas.

In a survey of 670 panellists in Australia by YouGov, the top five brands recognised as being associated with Melbourne Cup are:

1.       Emirates (73 per cent)

2.       Myer (34 per cent)

3.       Crown (29 per cent)

4.       Yellowglen (18 per cent)

5.       AAMI, Lexus (15 per cent)

Interestingly, the survey showed that 51 per cent of respondents don’t want to participate in any Melbourne Cup activities, however 38 per cent still take part in a sweepstake and another 38 per cent tune in to the race on TV.

A further 24 per cent get together with their mates or co-workers to watch, 23 per cent place a bet with a bookmaker, and 13 per cent keep up to speed on social media.

For those who actually want to get involved in the Cup action, 69 per cent cite having a good past experience as reason to celebrate, 62 per cent say it’s a national event and everyone should join, and 47 per cent insist it’s a good excuse for them to get together with friends and family and have fun (read: to get on the piss).

And proving we’re not immune to a little peer pressure, 32 per cent of respondents take part in Melbourne Cup activities because everyone else around them is.

The survey also showed Aussies have practically no inclination to back a horse with any sort of science or thought: 39 per cent choose a horse based on a ‘feeling’ and 30 per cent pick randomly, while 24 per cent choose based on expert tips and 28 per cent based on previous performances.

Please login with linkedin to comment

ADMA Global Forum State of Origin Tina Arena YouTube

Latest News

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.