Whybin\TBWA\Digital Arts Network Sydney launches the Melbourne Twitter Cup for TAB
Can Twitter actually predict the winner of the Melbourne Cup? Before the start of the race that stops a nation, TAB and Whybin\TBWA\DAN Sydney have launched a social media experiment to determine if Twitter chatter can predict the winner of the Melbourne Cup.
The Melbourne Twitter Cup is a virtual race run by tweets, tracking which horses lead the chat. Built on the innovative MeteorJS development platform, there’s a horse for every actual horse in the field and every time a name is tweeted, the site updates and the corresponding horse moves along a racetrack in real time. Live fixed odds are also displayed for each contender, helping punters to choose a horse and place a bet based on both popularity and odds.
Says Glenn Lee, TAB’s general manager marketing communications: “As the market leader, we are proud to be part of a social media first. At TAB we are constantly looking at ways to improve engagement with our customers and our connection with one of the world’s biggest races – and the Melbourne Twitter Cup does just that.”
Adds Liz Harper, general manager of Digital Arts Network: “Melbourne Cup may very well be the most talked about event in Australian sports. We wanted to see if we could translate that chatter into a fun, data-driven experiment that tracks and displays the facts behind social buzz around this totally Australian event.”
Says Kevin Brown, technical and innovation director of Digital Arts Network: “Meteor is a cutting edge technology, which does present some challenges. But we didn’t choose it because it was new; we chose it because it matched our needs and allowed us to build a more engaging product rather quickly, which is what ultimately matters.”
The race can be viewed live now and will run right up until the real race begins at 3pm on Tuesday 5 November.
DAN is a part of Whybin\TBWA Group Sydney. This is DAN’s first digital work for the TAB brand, after Whybin\TBWA Group Sydney won the account in August 2013.
11 Comments
The tweet powered horse race was created and presented to TAB by Sputnik/BWM on the 15th May this year. What a remarkable coincidence: Change agencies but run the same TV (BWM presented identical scripts before the “new” TBWA work appeared.)… the presentation pack is still in the agency. And then run identical digital ideas……the coincidences just keep on coming.
What are the odds of the same ideas we presented for transit and the App appearing as “original” ideas next? Amazing stuff.
Well done, BWM. I remember someone from your agency telling me about this idea.
Don’t really care whose idea it is (average at best), the execution looks like it was created in the Geocities era, and not in an ironic way.
Who is BWM ?
Think of your own ideas. Well done Sputnik/BWM.
It’s actually based on this work we did for the Aussie election.
Same code engine etc.
http://www.campaignbrief.com/2013/08/digital-arts-network-sydney-la.html
Sorry Sputnik / BWM but we were not privy to your ideas.
Coincidence yes. Conspiracy no.
That’s called using a platform in the same way. You still stole the idea.
@platform not idea
Uncanny how Sputnik/BWM’s latest work really is a stolen idea – It’s even ‘platform’ based too.
Original:
http://devour.com/video/conduct-us/
Sputnik/BWM idea:
http://www.youtube.com/watch?v=lzF-sqNf1EM&feature=youtu.be
A horse race fueled by the most talked about Aussie event in the calendar. Thumbs up to TBWA.
How bad BWM must be for a client to want to leave if it’s not about the work.
That’s kind of what I’m reading in the above comments. If the TV and this had been presented and they left but did similar work, what was the real problem?
It wasn’t money, we pitched it and the money was good…
If you’re going to charm on about technology, go do it on a technology blog. Let your true peers judge it.
You’re asking to be torn apart doing a press release for this.