Event in the spotlight: The TAB Lab at the Spring Racing Carnival

TAB partnered with award-winning independent experiential agency The Park Communications to build 'The TAB Lab' - a unique activation space for all the major spring racing carnival events.
TAB, Australia’s biggest multi-channel wagering brand, recently launched the first release of its new app – a betting platform that will transform the digital wagering experience. The new TAB App is faster and simpler for customers to place a bet and will include innovative new products and regular updates for racegoers over the coming months.

Katherine Morgan, Senior Sponsorship & Events Manager at Tabcorp said: “We are really excited to bring the new app to life and celebrate the digital transformation of TAB,” Tabcorp senior sponsorship and events manager Katherine Morgan said.

“The App is all about giving our customers the most innovative and engaging wagering experience with increased access to the best racing and sport content across the globe.

“Our aim with this activation was to showcase how people could interact with the app in an educational and engaging way, as well as not miss a second of live racing, at some of our most loved sporting events such as the Spring Racing Carnival.”

TAB wanted a bespoke activation that offered racegoers a fully immersive experience with the app and its features firmly at the forefront. It was vital this was executed in a way that would stand out in an environment that is known for brand moments and buzzing energy.

How was the event delivered?

TAB partnered with award-winning independent experiential agency The Park Communications to build a unique activation space for all the major carnival events that would get cut through with racegoers.

The TAB Lab was born. Together, they designed a slick dome-style marquee that immediately stood out to racegoers on site.

Once inside, the TAB Lab provided an immersive race carnival experience that combined all the fun and energy expected from the carnival, together within a branded environment and live sport action. Punters could engage with the app and be educated on all the new features while at the same time taking advantage of a neon dance party experience. Attendees were also incentivised with an ongoing giveaway promoting TABs sponsored horse – Lost and Running.

Most importantly, people could stay close to all the sporting action with access to Sky racing and American sports programming via live streaming screens around the dome.

The Tab Lab quickly became a hive of activity across the carnival and was executed across key events including TAB Epsom day, Silver Eagle, TAB Everest, Moet & Chandon, The Big Dance up Racing Days with the Magic Millions in the Gold Coast up next.

What were the challenges and highlights?

The Spring Carnival is one of Australia’s most popular events. There is the all important on track action but there are also major activities happening off and around the track as well.

It was vital the TAB activation could make an impact during the excitement of the races, as well as the multiple brands looking to leverage the Spring Carnival. The TAB Lab made its mark on the carnival and was a drawcard for racegoers across the events.

What were the results?

The TAB Lab exceeded its KPIs with an unprecedented number of downloads of the app and foot traffic through the activation with the engagement at every level. It also featured on the live crosses during Channel Sevens coverage of The Big Dance.

“Providing an authentic experience and an opportunity to dwell, so punters could learn more about the app, was the key to our success,” The Park Communications managing director Erika Morton said.

“Plus, I always appreciate how Kat and the team at TAB trust us with their briefs and creative recommendations.”

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