Sydney Opera House and JCDecaux are setting new benchmarks for Out of Home media by incorporating interactive social media into Outdoor sites in Sydney. The new sites kick off a global campaign for Sydney Opera House in the lead up to the landmark’s 40th anniversary next year.
The campaign, called Big Moments, contains a range of integrated communications elements. Facebook is the entry mechanism, inviting people to share their own big moment and memories from the House through their photos and anecdotes. These are seamlessly transferred to three JCDecaux touch screen panels at Pitt Street, Martin Place and Circular Quay, allowing passersby to interact with the screens like a giant tablet device. Those who aren’t near the touch screens can explore the Big Moments campaign anywhere they wish through a mobile site (sydneyoperahouse.com/bigmoments) replicating the screens.
For the JCDecaux network, this is an exciting media first solution. The public were invited to co-create the Sydney Opera House Facebook Timeline and then the campaign delivers this content to the street, housed within live, interactive touch screen panels.
“This Sydney Opera House campaign highlights that technological capabilities in the out-of-home sector are unlocking wide-ranging strategic opportunities for marketers,” said Steve O’Connor, CEO, JCDecaux Australia. “What’s more, the metro, tech savvy JCDecaux audiences are embracing these new platforms and I have no doubt the experience will confer a positive image on the Sydney Opera House brand. We believe that smart integration with social media is critical and this campaign sets new benchmarks for the industry.”
“At Sydney Opera House we believe that the most powerful way to engage consumers is to get them to tell their personal brand story,” said Victoria Doidge, Director, Marketing & Communications, Sydney Opera House. “The Big Moments campaign simply affords our community the opportunity to celebrate their Big Moment at the House via a combination of outdoor, mobile and social platforms. The ‘tech’ behind this campaign is certainly very cool but the idea is simple and authentic. We are proud of our partnership with JCDecaux, firstly because it delivers us awesome results at the box office, but secondly because together we can make clever things happen on the streets of Sydney.”
Sydney Opera House will feature the best entries in its own Facebook timeline throughout the Big Moments campaign. At the campaign’s completion four winners will be picked to access a once-in-a-lifetime experience - dinner on the Concert Hall stage, with friends.
Sydney Opera House’s Big Moments campaign was made possible by Pixolut who developed and designed the Innovate screen panels, mobile web page and facebook app.
Hannah Le Coic, Sydney Opera House, 02 9250 7411 / 0434 148 504 / firstname.lastname@example.org