Case Study: Victoria Racing Club achieves virtual event engagement and UGC success with Nosto

How the Victoria Racing Club Pulled off the 2020 Melbourne Cup Amidst a Pandemic with a UGC-Led Competition

The Victoria Racing Club faced a major challenge in 2020: how to keep the Melbourne Cup Carnival engaging and sponsor-friendly during the pandemic, when crowds were limited and events had to shift online. Working with Nosto, using a user-generated content solution, VRC set out to recreate the excitement of its flagship event and sustain audience participation from home.

Nosto helped the Victoria Racing Club launch virtual UGC-led experiences like “Fashions on Your Front Lawn,” curate content into tailored galleries, and streamline judging through private filtered web pages. The results were strong: VRC collected over 114,000 pieces of UGC, published more than 34,000 pieces across digital channels, received 118 direct submissions, and recorded 2,700 uses of the #cupweekfashion hashtag, helping maintain engagement throughout Cup Week.

Victoria Racing Club

Ben McAuliffe

Senior Digital Manager