8.2 million people visit the Sydney Opera House yearly. Most take photos of the outside and move on, making it the most Instagrammed icon in Australia.
But only 1% who take a photo ever go inside.
So we turned photos into real-time invitations. Custom software using computer vision and geo-location helped us find photos of the iconic sails on Instagram. An on-site response team filmed and posted personalised video invites in real-time inviting users to #comeonin for unique experiences.
Instagram photos became personalised experiences on the inside. In turn, their experiences became new pieces of content, extending our campaign reach further to consumer channels.
Technology and social media can provide anyone around the world with a view of the Sydney Opera House, not an experience.
Our use of technology opens the building for all to see, inviting them in whilst remaining invisible throughout.
This campaign was recognised at Cannes 2016 with 10 lions : gold in mobile, silver and bronze in digital, mobile and social. #comeonin was also identified as best mobile design by D&AD.
Computer Vision Programming
UI & UX Design