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The Breakdown
DiDi · Nudgy Good Fortune Teller
DiDi turned its mascot into a fortune teller at the Melbourne Cup Carnival
Rather than another ride discount, DiDi set up a Zoltar-style fortune teller at Flemington and let its own mascot Nudgy do the talking, trading a short interaction for a shot at real prizes.
4 min readOur analysis and study notes, not news reporting
The TL;DR (too long; didn't read)
- DiDi reworked its brand mascot Nudgy into a Zoltar-inspired fortune teller for a one-off activation at Flemington during the Victoria Racing Club's Melbourne Cup Carnival, created by Sunday Gravy with production partner Yippee Ki-Yay and event management by The Create Company.
- Racegoers who took part could win prizes including Crown vouchers, KBOX Karaoke experiences, Melbourne Skydeck passes, VIP tickets to see FISHER live, and bar tabs at Melbourne venues, extending DiDi's existing 'Yes, I DiDi' brand platform.
- No attendance, engagement or brand-lift figures have been reported yet.
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A mascot doing a job, not just appearing
Instead of having Nudgy stand around as a photo prop, the activation gave the character an actual mechanic to perform, telling fortunes, which gives racegoers something to do rather than just something to look at.
That turns a sponsorship-style presence into a short, repeatable interaction with a clear start and end, fortune told, prize won, rather than an open-ended brand stall.
Read the original reporting
- DiDi brings good fortune to Flemington with Nudgy in new activation via Sunday Gravy ↗
Campaign Brief · 4 Nov 2026