How the Victoria Racing Club Pulled o the 2020 Melbourne Cup Amidst a Pandemic with a UGC-Led Competition 7 MIN READ | PUBLISHED: MAY 21, 2021 | OTHER The Victoria Racing Club (VRC) every year hosts the Melbourne Cup—dating back to 1861 and revered by many as the greatest 3,200-metre horse race in the world. Typically, the eight-day event (referred to as the Melbourne Cup Carnival) draws huge crowds from all over the world. It receives even greater international aention from those watching the event at home. But in 2020, the VRC was facing a dicult problem: How do you continue to pull o an event with such international exposure in the face of a pandemic? The solution, they decided, was to take the events surrounding the Melbourne Cup virtual. They turned to user-generated content (UGC)

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