Challenge: Google Australia sought to show off YouTube as an innovative medium to livestream content.
Solution: Google teamed up with the Sydney Opera House for the venue’s Vivid Live festival mid-2012, live streaming the festival via YouTube and enabling people to take photos of the concert via that interface.
Featuring live performances from artists such as Australian indie rock band Temper Trap, Google’s FRONTROW app (explained in the below video) let people watch performances from their computer including and invited them to choose the angle from which they watched the concert. They could also take photos and share them across their social networks directly from the stream.
Results: The concert was viewed online 296,000 times, and 63,000 hours of content viewed. Viewers took 66,000 photos.
As online video and streaming becomes the dominant driver of web traffic, FRONTROW is part of a bigger digital live trend whereby live events are broadcast online to reach wider audiences.
The benefit for brands is obvious: sweating the assets of an expensive event by broadcasting cheaply and efficiently to a wider audience helps attract more eyeballs to your content.
An additional benefit from YouTube is the added functionality that lets people decide how they watch the concert from and take photos as they do so, making it that more exciting, immersive and interactive.
It temporarily transforms online viewers into photographers. And, of course, Google has embedded seamless sharing functionality into the interface. Half the value of the photo-taking, after all, is that those photos are posted to people’s walls to spread news of the event to individuals’ social networks.
This is the latest in a monthly series of blog posts from Contagious Feed, a database of the most creative and effective marketing campaigns around. Contagious – a midem content partner and conference speaker – guides and advises brands and their agencies on competitor activity and future opportunities. More information here.