Betting brands go big for Melbourne Cup

Lindsay Bennett
By Lindsay Bennett | 7 November 2017
 

Melbourne Cup Day is the biggest gambling day on the Australian calendar with punters tipped to spend half a billion dollars today.

Controversy has already kicked off ahead of the nation’s biggest race, with betting companies using SMS as a new tactic to target consumers.

The Australian reports Sportsbet and Bet365 have sent "unsolicited" messages. A Sportsbet spokesman denied random texting had occurred but said the company apologised to anyone who received the messages.

One Twitter user, who works in sports marketing, shared an SMS from CrownBet suggesting he had received an unsolicited text message from the company, however, since this story was originally published, he has clarified that he had in fact signed up for marketing messages from CrownBet after entering a competition.

CrownBet declined to comment, but the company has previously deliberately distanced itself from the tactics used by other betting firms and only targets SMS marketing at current members or people who have opted in to messages through its website or social media activity.  

CrownBet is taking a different approach on social media, which aligns with the brand’s push to offer a more premium experience and avoid crude tactics used by its competitors. Shared on Twitter, the brand is promoting safe betting and encouraging consumers to take a break from betting.

https://twitter.com/crownbet/status/927401457434767360

Sports betting is also peppering social media today, with TAB and William Hill investing in sponsored posts.

William Hill’s promoted post on Twitter features an attractive blonde woman boasting fast and easy betting using the William Hill app. The brand has also sponsored the #MelbourneCup hashtag on Twitter.

https://twitter.com/WillHillAus/status/927401457434767360

Also on Twitter, TAB’s promoted post features a jockey and says: “Don’t miss a Group 1 this Spring Carnival”.

Staying true to its humorous approach, Sportsbet has produced social content that parodies Spring Carnival “experts”.

Lottoland has embarked on a ad blitz for Melbourne Cup Day, despite the widening political push in several states for the service to be banned.

Betfair and Ladbrokes are offering free tips and tricks on social media.

Major bookies have used the carnival to launch special offers for punters, with many using new functions on their mobile apps.

Sportsbet is letting people abandon their bet for a cash refund for one race a day — while the race is being run — and refunding up to $25 through bonus bets for money placed on Cup runners who finish second or third.

CrownBet has offered $150 in bonus bets for people who sign up and deposit $30 in an account.

According tothe AFR, CrownBet spent $99 million on marketing expenses last financial year – up from $80 million in FY16.

CrownBet’s marketing splurge includes its horse racing ads and events, its betting partnership with the AFL, and other sports sponsorships like the Supercars.

The $99 million figures also includes promotional elements such as bonus bets and loyalty rewards.

Ahead of Melbourne Cup, comedy group The Peleton has released a number of fake ads addressing Australia’s gambling problem. 

*This story was updated.

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 adnews@yaffa.com.au

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

Related Stories

comments powered by Disqus