Influencers at the Melbourne Cup 2018


  • MGI invited Chinese influencers to the MUMM Champagne’s Birdcage party at Australia’s most famous thoroughbred horse race, The Melbourne Cup.
  • With impressive celebrity attendees, from Usain Bolt to Sam Smith, the star-studded event is rising in popularity.
  • With the help of QianQian Wu, they are keen to attract Chinese consumers.


  • 5 million media impressions on
  • 300,000 Weibo impressions
  • 200,000 Instagram impressions