#COMEONIN
Details
Advertiser
- Sydney Opera House, the most visited tourist attraction in Australia
Objective / insight
- 8.2 million people visit the site of the Sydney Opera House every year, making it the most Instagrammed icon in Australia
- But most people take a photo outside and move along. only 1% who take a photo ever go inside
- Sydney Opera House want to invite public to come visit the new side of Opera House : the inside, for a unique experience
Implemented strategy
- In this campaign, Instagram photos are turned into real-time invitations
- When someone posted a photo of the Sydney Opera House from the outside, he/she will shortly receive a personalized responsive video inviting he/she to #comeonin for a money-can’t-buy experience
- Photos were turned into private sound checks with artists, acrobatic lessons with performers or behind the scenes tours
- Then the inside experience would be re-shared by invitees on Instagram with hashtag #COMEONIN
Technology implemented
- Using computer vision supplied by Facebook(Instagram) team and geo-location. Photos of the building posted outside the Sydney Opera House would be chosen at random
- The mobile response team shot and shared a personalized response video as invitation in real time
Result
- Within 4 weeks, 126 unsuspecting people had a unique experience inside The Sydney Opera House
- As the 126 people shared their experience with hashtag #comeonin on istagram, they created over 17 million impressions, consisting of 2 million social media impressions
- Thanks to this campaign, over 5 million people have experienced the inside journey of the Sydney Opera House, in person or via social media
