This campaign appeared on The Living Mall, Central Park Sydney on September 19th, 2015. Creative by OFA Marketing Production.

BEAMS Arts Festival

Instagram activation delivers arts festival 10% more followers in 5 hours

doohfa delivered over 2,000 Instagram images to the digital screen in The Living Mall, Central Park Sydney during BEAMS Arts Festival on September 19, 2015. The cloud-based platform was used to curate 371 unique Instagram images of the 478 submitted in the BEAMS Arts Festival Instagram Competition on the night, and integrate them immediately for display on the digital screen in The Living Mall, Central Park Sydney.

“There were nearly 500 Instagram posts with the competition hashtag during the five hour event – well over one post a minute. We used doohfa to curate over 77% for immediate display on The Living Wall. The imagery looked fantastic on the 15 metre digital screen. And it was so interesting to see the festival represented from the perspective of festival-goers, within minutes of the festival unfolding,” said Neice Waddington, doohfa’s Operations Director.

doohfa has been developed to provide DOOH networks a simple way to deliver the benefits of social media integration to their clients, and leverage other advantages of digital display networks.

doohfa BEAMS Arts Festival 2015“This activation delivered nearly 10% more Instagram followers to BEAMS in a 5 hour period, and 35% more Instagram activity around this one hashtag alone. With doohfa, this type of DOOH Instagram activation is now off-the-shelf – it’s easily transferable to other digital screen networks and scalable for more screens,” said Dave Petschack, doohfa’s Managing Director.

doohfa has been developed independently to overlay DOOH network ad scheduling systems to the advantage of both the networks and their advertisers. With doohfa, brands can manage their content across multiple DOOH networks from the one web-based dashboard.

“We were able to curate the Instagram content into dynamic playlists using a tablet from wherever we were during the festival. The content manager wasn’t chained to a desktop, and the digital display tech team didn’t have to lift a finger. doohfa really taps into the immediacy and dynamism of digital display networks,” said Neice Waddington.

doohfa powered the BEAMS Arts Festival Instagram Competition on September 19, 2015 from 5pm to 10pm. Participants posted their festival photos to Instagram and tagged them #BEAMSFESTIVAL then looked out for their entry on the digital screen in The Living Mall, Central Park Sydney during the festival.

Key Stats

  • Campaign Duration: 5 hrs; 5pm – 10pm
  • Instagram Content: 2.5 hrs / 2,000 images / 371 unique images
  • Images Posted: 478 posts ( 1.59 per minute; +34.94% )
  • Images Displayed: 371 unique images ( 77.62% of posts )
  • Winning Image: 561 Likes
  • Followers: +9.85%
#beamsfestival 2015 Instagram Competition for Digital Out-of-Home