Melbourne Cup Carnival 2015 appoints Backchat Media Auckland to handle digital radio integration

Up-and-coming digital and social media agency, Backchat Media, has won the account for managing the digital radio integration for the Melbourne Cup Carnival 2015.

The Auckland-based agency will bring to life the thrill of the racing and the flamboyant fashion, by producing over 30 social media pieces of content across four race days, on behalf of the Melbourne Cup Carnival’s radio partner, Southern Cross Austereo.

At Fox.com.au and TripleM.com.au Backchat Media will give audiences a sneak peak into member’s only areas, the exclusive star-studded VIP area The Birdcage, and a taste of Hill Square’s carnival vibe.

Says Melanie Lee, director, Backchat Media: “We are about creating imaginative and exciting content that people love. We are thrilled to be supporting Southern Cross Austereo as they deliver quality social content in addition to their on-air broadcast. We’ll be aiming to reach millions of people with our content and are looking forward to working on such a high profile event.”

During the Melbourne Cup Carnival from 31st October – 7th November  2015, Backchat Media will manage the digital relationship between Southern Cross Austereo’s Hit Network and Triple M Network, and the Victoria Racing Club. Backchat Media will amplify the broadcast content through social media; with a focus on Facebook, Twitter, Snapchat, Persicope and Instagram.

Says Chris Johnson, digital content and product director, Southern Cross Austereo: “The Melbourne Cup truly is the ‘race that stops a nation’ and we are thrilled to be the official broadcast partner. We’re looking forward to working alongside the experienced team at Backchat Media throughout the Melbourne Cup Carnival to create some unique and engaging social content for Triple M and Hit audiences.”

Backchat Media’s general manager Andy Pickering, brings to the agency his publishing nouse and story crafting skills from his experience as editor for Remix, Pilot magazine, and NZ Herald’s Spy.

Lee and Pickering have grown the business at an impressive rate. Having only just celebrated their first birthday, they have already developed a portfolio of top New Zealand and Australian clients, including Channel Seven Australia, Pacific Magazines and Hubbards Foods.

Off the back of this great momentum and demand for its boutique services, Backchat Media will launch a Melbourne office in January 2016.

Lee is no stranger to bravely forging ahead into new territory. At the age of 24 she left her advertising agency job to found her own agency.

Says Lee: “I don’t believe in the ‘one size fits all’ approach to managing social media. There’s a great opportunity for businesses to connect with their audience by growing great ideas and making them digital.”

She now heads a team of social media and digital specialists, who craft compelling content and deliver “digital innovation with imagination”. Backchat Media is certainly one to watch as they gallop ahead.