Case Study: Sportsbet achieves #1 Australia-wide trending and 98% category engagement with Stackla

Sportsbet’s Tweet-powered horse tops Twitter trends

Sportsbet, a leading Australian bookmaker, aimed to engage and reward punters on Twitter ahead of the Melbourne Cup—the nation’s biggest betting event, where nearly $100 million is wagered each year. The challenge was to drive brand awareness and social activity with clear targets: 10,000 Tweets mentioning @SportsbetComAU and #TheBetsTime, trend Australia-wide, and achieve 75% category engagement.

Using Stackla to aggregate visual UGC, Sportsbet launched a Tweet-powered virtual race horse—followers had to tweet #TheBetsTime to move the horse, with $10,000 in cash prizes triggered by lucky Tweets. The campaign exceeded expectations: 11,000 Tweets, #TheBetsTime reached #1 Australia-wide, and Sportsbet achieved 98% category engagement, driving significant brand awareness before the Melbourne Cup.

Sportsbet