Backchat wins Melbourne Cup – and expands to Oz

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Up-and-coming Ponsonby-based social media agency Backchat Media has won the account for managing the digital radio integration for this year’s Melbourne Cup Carnival in November.

The Auckland-based agency aims to 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 and Backchat Media will give audiences a sneak peak into members-only areas, the exclusive VIP area The Birdcage, and a taste of Hill Square’s carnival vibe.

“We are about creating imaginative and exciting content that people love,” said Backchat Media director Melanie Lee. “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 Saturday 31 October to Saturday 7 November, 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.

Southern Cross Austereo digital content and product director Chris Johnson said: “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.”

A Backchat Media release says 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,” Pickering says. “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 momentum, 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. “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 says.

She now heads a team of social media and digital specialists, who aim to craft compelling content and deliver digital innovation with imagination.

About Backchat Media
Backchat Media is a boutique digital marketing and social media agency, based in Auckland, New Zealand. Their innovative and creative content creation and influencer services are in high demand. Backchat Media has a valuable niche in providing social media crisis management services, with experience in managing situations like the Royal Prank.

Founded in August 2014, Backchat Media’s campaigns consistently achieve excellent audience engagement rates, due to their passion for creating compelling content and irresistible images.

The agency believes in growing social media skills in their clients, and runs the only training course in NZ specifically designed for agencies, to help them maximise their social media offering.

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