Creative Execution

We monitored Melbourne Cup talk on Twitter and visualised it as a responsive virtual horserace that you could watch in real time. The TAB Twitter Cup was created with the innovative development platform Meteor JS and successfully predicted the winning horse Fiorente, 8 days before the race. The site was a real time Twitter data aggregator that used social listening to rank tweets to either move individual horses along the track or pull them back into the pack. Punters could bet on horses as they raced, see live odds and share across social media and TAB owned the excitement

Amazingly eight days out from the race, the wisdom of the Twitter crowd predicted the actual Melbourne Cup winning horse Fiorente, with a clear margin. This social experiment reached 1.7 million Australians and allowed the TAB to organically trend on Twitter during the hype and speculation before the race. Our brand was discussed more across the Melbourne Cup than all of our competitors put together and created an 18% uplift in online betting with the TAB compared to the same period last year. TAB owned the excitement of Australia’s greatest race, reaffirming its status as Australia’s leading betting company

The Melbourne Cup is the race that stops a nation, it’s also the hardest horserace to pick. Our strategy was to help punters choose a horse by predicting the winner. So we built The TAB Twitter Cup, a real time Twitter data aggregator that visualised itself as a virtual horse race. Our site used social listening to rank tweets to either move individual horses along the track or pull them back into the pack. Punters could see live odds and bet on each horse then share across social media. TAB owned the excitement of Australia’s greatest race.