During the Spring carnival, mo and strategic communication company ProjectProject worked with high-profile racing bookie Tom Waterhouse (son of Gai Waterhouse) to send sms messages to racing fans who opted in by texting ‘Tom’ to mo. Messages were sponsored by Gloweave subsidiary Brooksfield who were looking to raise their profile amongst racing fans.
On Cup Day Tom sent live messages to racing enthusiasts from the course, including suggesting Shocking as his value bet for the Cup in his first message at 10.30am. Four of the five horses he mentioned for the day placed.
Punters were thrilled with the content texting back comments like ‘Thank you for winning tip on Melbourne Cup’, ‘Thanks Tom I had Shocking’ and ‘Got one tip for Oaks Day Tom?’
Tom and Brooksfield were so happy with the Cup Day response they elected
to extend the service to Oaks Day and Stakes Day.
“The Tom Waterhouse Spring Carnival program was a great means of using sport to connect with the Brooksfield target market in a positive, interactive and innovative way. We look forward to leveraging similar opportunities in the future.”
- Derham Moss, Marketing Manager, Brooksfield
