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F**k the Cup Case Study

How we reached 125,000+ people and got 3,000+ event reponses




For the second year, F**k the Cup returned to Newtown Hotel and the goal was to drive awareness of the event and about the anti horse racing community. The venue wanted to take a clear stance against the Melbourne Cup and offer an alternative to people.


Sydney Design Social created print and digital assets for social media and website. The assets clearly communicated the nature of the event in a playful, non-offensive manner.  

The event was promoted on Facebook and Instagram, website, email direct marketing, and internal collateral. The event campaign launched at the end of September, allowing a 6 weeks lead time. 

The targeted audience was divided in two segments:

Existing customers
With a strong social media following of close to 20,000 people, a large database and solid website traffic there was ample opportunity to target existing customers.  

Local residents & workers 
Local residents & workers were targeted via social media advertising.




128,000 people reached


3,015 event responses


4,125 post engagements



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