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Victorian Racing Club

Objectives
With all eyes on Flemington for the Melbourne Cup Carnival, APN Outdoor teamed up with The Victoria Racing Club with the objective to broadcast the real-time excitement using the live RSS feed integration made possible by Elite Screen inventory.
Methodology
Using the iconic Young and Jackson billboard that presides over Federation Square as a centre piece; along with two other high profile sites in Melbourne (St Kilda Junction and Moonee Ponds), live results from the 2015 Emirates Melbourne Cup and Crown Oaks races; as well as highlight’s from the days’ fashion were shared instantaneously, ensuring that spectators in the city’s centre (where the race is shown on the big screen), got the full, trackside experience.
Key results
Elite screen technology successfully facilitated instantaneous messaging, both, as generated by the public and submitted via a hashtag, and with live updates in key areas around Melbourne. The campaign exemplified the strong connectivity between digital Out of Home, social media and live events. Lisa Patroni, from Victoria Racing Club commented on the initiative “Each year the Melbourne Cup Carnival truly does stop the nation and we are always looking for exciting and inclusive ways to share this with those who can’t make it to Flemington. APN Outdoor’s Elite Screens allowed us to facilitate instantaneous messaging, with live updates in key areas around Melbourne that were able to announce the winner mere moments after the finish, as well as fashion updates, as new fashion trends were spotted over the course of the day.”
Information
Category
Events & Leisure
Date
November, 2015
Target
Mass Audience
Formats
Elite Screens
Other media
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