Melbourne Cup Carnival - Broadcast, Digital & Sponsorship

On this week's episode, Sean chats with David Campbell and Peter Mineo from the Victorian Racing Club about the race that stops a nation, the Melbourne Cup.

On this podcast you'll learn about:

How the Melbourne Cup goes beyond sport and is a cultural event in Australia
How the partnership with Twitter to stream the Melbourne Cup live came about
What sponsors are looking for in terms of digital activation on the course
How Melbourne as a sporting city pushes the event experience and digital activations for consumers at live events
The different strategies the VRC used for different social platforms based on how people consume content on those platforms

Melbourne Cup Carnival - Broadcast, Digital and Sponsorship

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Resources from the podcast

Thanks again to David Campbell and Peter Mineo from VRC for being our guests on this week's show
Connect with David Campbell on LinkedIn
Connect with Peter Mineo on LinkedIn, Twitter and Instagram
Follow VRC on Twitter @FlemingtonVRC, Facebook, Instagram and LinkedIn
Other Sports Geek podcast episodes you might be interested in:
- A look behind Australian Open (#AusOpen) digital
- How Golf is stepping up it's digital game
Keen to see Sean appear at the Melbourne International Comedy Festival, get your ticket here

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Learn how @FlemingtonVRC leverage broadcast, digital and sponsorship for #MelbourneCup on @SportsGeek

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Highlights from podcast with David Campbell and Peter Mineo

3.27 Dave talks about the background & history of Melbourne Cup

4.25 Pete shares the highlights of 4-day Melbourne Cup Carnival

6.58 Dave speaks about his role as a Media & Partnerships Manager

7.53 How they’ve developed live streaming the race across social media especially Twitter

10.39 How they’ve grown in social media partnerships

12.26 Pete on how VRC work with sponsors & activations

14.26 On consumer brands valuing consumers more

15.46 Changes on how the Bird Cage looks and feels and what sponsors are looking for

18.04 The difference Snapchat and Facebook bring to Melbourne Cup Carnival

23.35 Pete on how brands associate with the Carnival

25.28 Dave on their preparation time for the Carnival

27.00 Pete on how they balance serving VRC members and keeping them happy

28.29 Dave on opening their doors to media as part of their content strategy

29.36 Dave on their digital stats from the Melbourne Cup Carnival

31.53 Pete discusses about their new naming rights partner – Congrats to Lexus

36.17 Sports Geek Closing Five

48.59 What can Sports Geek and Sports Geek Campaigns do for you

53.24 Sounds of the Game: Final 30 secs of Melbourne Cup 2017

Some Melbourne Cup posts from you may have missed

Fun day at the #emiratesmelbournecup checking out the event and sponsor activations across @flemingtonvrc. #ThePark well worth checking out with Silent Disco, Croquet & plenty of food options. The @jamesboagau Celebrations deck was a great place to watch the 🏇 from while enjoying a 🍻 Thankfully Melbourne weather did not turn for the worse and as expected I had no luck punting.

A post shared by Sean Callanan (@seancallanan) on Nov 6, 2017 at 9:00pm PST

The Birdcage

Perfect day to be onboard the @GHMUMM Grand Cordon! #StakesDay #MelbCupCarnival pic.twitter.com/LahSCO6ZXj

— FlemingtonRacecourse (@FlemingtonVRC) November 11, 2017

Party in the Park

.@HotDubTM has got #ThePark pumping! #MelbCupCarnival pic.twitter.com/jjmaJqDdnw

— FlemingtonRacecourse (@FlemingtonVRC) November 7, 2017

The race that stops a nation

Rekindling has won the 157th running of the #EmiratesMelbourneCup.

READ: https://t.co/YFjm4QUwki pic.twitter.com/K5wtj3c9fF

— Racing.com (@Racing) November 7, 2017

BOSS Highlights

Amazing stat from @sallyspriggs over 500k wore a KFC bucket head at the @CricketAus this summer. Campaign in 10th year and they've stuck with it now integrated with LED signage. #BOSSummit pic.twitter.com/u3dEuYp4VR

— Sean Callanan (@seancallanan) March 14, 2018

Wise words

Loved the opening line from @fages1 at #BOSSummit on how brutal #sportsbiz industry is. Completely agree, getting up again no matter what sports throws at you is essential to survive in sports. https://t.co/8ghFayF2Iu pic.twitter.com/Asb1vw9HJH

— Sean Callanan (@seancallanan) March 14, 2018

Thanks for the review on iTunes

Insightful and interesting

★★★★★ in Apple Podcasts by sportssasha from UK on January 23, 2018

I can’t wait for this podcast to come out. It is so interesting and insightful and is extremely helpful for someone keen to know more about the industry. Keep up the good work!

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