ABOUT

The Sydney Opera House is Australia’s most Instagrammed icon. But of the 8.2 million who visit and take a photo only 1% ever go inside.

So we turned photos into real-time invitations.

Custom software using computer vision and geo-location helped us find recently posted 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 and to see a new side to the Sydney Opera House, the inside.

Invitees posted photos of their experience inside, changing perceptions of the House, one pic at a time.

In 4 weeks, over 5 million people saw a new side to the Sydney Opera with 126 unsuspecting Instagrammers invited to #comeonin generating 17 million impressions along with social engagements up 30% from the campaign launch.