Brands start their own race to win Melbourne Cup action

By AdNews | 3 November 2015

It's that time of year again and as the excitement for Melbourne Cup reaches fever pitch we take a look at the brands trying to weigh in, horse around or get into the spirit.

Twitter is the easiest way for brands to capitalise on the action and this year is no different. Last year, Nielsen Twitter TV ratings recorded 9.9 million tweet impressions for Melbourne Cup Day – the most recorded impressions for any Australian event ever.

Could Twitter predict the Melbourne Cup winner? Nielsen Twitter TV ratings has collated the top mentioned horses on the platform over the last seven days with race favourite Fame Game on top followed by The Offer, Red Cadeaux, Preferment and Excess Knowledge.

But Twitter isn't the only one feeling horsey today, with ANZ creating a short film for the occasion.

 Social travel app Ventoura gets giddy for race day.

 Melbourne took the opportunity to promote its other cultural gems.

Last year Uber tied up with PayPal to give ladies with high heels a break when getting home. This year, Uber Sydney is telling customers to take a punt.

Gelatissimo is giving consumers a much needed confidence boost before the big race.

It's a big day for betting companies, who are also doing their part to remind customers what the day is all about – punting, booze and fun, in that order.

Sportsbet took the time to give followers a much needed insight into getting tips for Melbourne Cup bets (including a scarily accurate description of the betting tragic mate – we all have one).

Meanwhile, William Hill helps its customers with the most intense betting vine in the history of the internet.

The Sydney Morning Herald had a dearth of tactical ads in its pages this year, but The Australian gave the goods with a simple execution from Coopers and a Melbourne Cup themed piece from financial services firm Credit Suisse.

Still haven't picked a winner? See what Bohemia's data crunching Brain has predicted for the race.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus