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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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

The Birdcage

Party in the Park

The race that stops a nation

BOSS Highlights

Wise words

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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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2018-04-09T15:17:02+00:00

About the Author:

Sean understands the sports digital landscape, that’s why he started Sports Geek. Working with clients across the sports digital world he helps teams & leagues drive more revenue from digital and is focussed getting "cheeks on the seats" in stadiums. You can hear him on Sports Geek Podcast or presenting keynotes at sports conferences around the world. Send him a tweet @seancallanan or message him in #SportsBiz Slack community.

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