#COMEONIN

Details
  • Agency : DDB
  • Place :  Australia
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
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