Red carpet photo-wall activation via Circul8, at Sydney Olympic Park a hit with Adele fans

In a highly successful partnership between Sydney Olympic Park Authority and Circul8 – the company that powers Aggreg8 LIVE – crowds of almost 200,000 Adele fans on 10 and 11 March were treated to a special red carpet welcome before the global superstar took to the stage at ANZ Stadium for the Sydney leg of her Adele Live 2017 Australian tour.

The red carpet activation on Olympic Boulevard was hosted by popular stage and Sydney radio personality, James ‘Breko’ Brechney, who engaged on-site crowds with vox-pops and Adele-themed trivia. The activation also included a highly-popular red-carpet photo-wall for fans to get ‘papped’ at the event.

Thousands took advantage of the opportunity to post selfies to Twitter and Instagram in front of the photo-wall, with many who used the hash-tags #sydneyolympicpark, #adelelive2017 and #anzstadium then instantly seeing their photo on a 7m by 3.5m digital big-screen operated by Aggreg8 LIVE.

A highly-engaging content marketing tool, Aggreg8 LIVE allows brands to harness the power of user generated content; crawling social media to pull media tagged with specific hashtags into a customisable, aesthetically rich grid display in real time.

Says Alana Stocks, managing director, Circul8: “User generated content and social media is becoming an integral part of brand entertainment and fan engagement and our collaboration with Sydney Olympic Park Authority is a great example of how to get the audience involved and amplify these interactions.”

A total of more than 5,000 pieces of social media content were displayed in a live feed on the Aggreg8 LIVE big-screen at Sydney Olympic Park during the two days of the Adele Live 2017 concert events.

Says Amy Lee-Hopkins, executive manager marketing communications for Sydney Olympic Park Authority”: Aggreg8 LIVE was truly a wonderful addition to Sydney Olympic Park’s Adele red carpet activation as it brought a great sense of energy and excitement.

“We could see that on-site patrons were really engaged with the live feed and seeing real time content displayed in such a dynamic way helped us bring to life the online content in a unique way on-site.”

In an email database-building campaign, thousands of Sydneysiders also took advantage of the opportunity to obtain a professionally-shot digital snap in-front of the photo-wall by signing-up to the Sydney Olympic Park What’s On? enewsletter on-site.