• Agency : DDB
  • Place :  Australia
  • 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


  • 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
Recent Post

The Good Vibes Project

by Sense International India
Read More


by Mars New Zealand
Read More