This campaign appeared on The Living Mall, Central Park Sydney and APN Outdoor on September 17th, 2016. Creative by doohfa.

BEAMS Arts Festival

BEAMS Arts Festival extends beyond Chippendale

BEAMS Arts Festival to illuminate City West Link

SYDNEY, September 9th, 2016 – Imagery capturing the BEAMS Arts Festival experience will be shared with thousands via digital out-of-home in the lead-up to and during the cutting-edge arts festival. From September 12th, APN Outdoor will display vibrant Instagram content from the festival’s Instagram account on their Elite Screen in Lilyfield. And for the first time, on the festival night of September 17th, curated Instagram content from festivalgoers will be displayed outside the festival footprint with APN’s support.

The Instagram competition is an opportunity for festival attendees to embrace the creative spirit of BEAMS. The idea is to capture your BEAMS experience and upload it to Instagram using the hashtag #BEAMSFESTIVAL. Using ‘doohfa’, the images will be curated on the night and integrated immediately for display on digital screens.

“We could not be more excited. Not only have we collaborated with the best of the best in technology and digital billboards, but BEAMS will be screened live with instant photographic imagery capturing the spirit of BEAMS with all of its fun and frivolity to huge audiences,” said Nicky Ginsberg, BEAMS Festival Director.

We could not be more excited. Not only have we collaborated with the best of the best in technology and digital billboards, but BEAMS will be screened live with instant photographic imagery capturing the spirit of BEAMS with all of its fun and frivolity to huge audiences.

In 2015, the activity delivered 10% more Instagram followers to @BeamsFestival during the 5-hour festival period. After such success, this year’s competition will be extending beyond the festival footprint to the APN Outdoor digital screen network.

APN Outdoor will display curated Instagram competition entries on their Elite Screen located alongside City West Link Rd in Lilyfield. And for a week leading up to the festival, the digital screen will also display vibrant Instagram content from the festival’s own Instagram account.

Displaying every minute at this premium location will extend the BEAMS Arts Festival experience to tens of thousands of people during the weeklong campaign. An average of 47,000 eastbound cars travel the heavily congested arterial towards Chippendale each day.

The digital screen in The Living Mall within Central Park Sydney will also display the curated Instagram competition entries live within the festival footprint. A selection of BEAMS’ video artwork will also be on display in the week prior to and during the festival.

doohfa, which delivers dynamic content solutions to digital out-of-home, will be used to deliver the week-long campaign content. This includes curating Instagram images submitted in the competition on the night, and integrating them immediately for display on both digital screens.

“doohfa’s offering has developed since the last BEAMS festival. Which means this year, BEAMS will be engaging personally with each contributor using Instagram comments to grow their community meaningfully,” said Neice Waddington, doohfa’s Product Director.

“We’re thrilled to be expanding the activation with APN Outdoor. Different digital out-of-home screens provide different value to brands. doohfa is enabling BEAMS to leverage this value by simplifying their roadside and shopping centre DOOH content management into one web-based dashboard,” added Neice Waddington.

doohfa will be powering the BEAMS Arts Festival Instagram Competition on September 17, 2016 from 5pm to 10pm. To participate, post your festival photos to Instagram and tag them #BEAMSFESTIVAL then look out for your entry on the digital screen in The Living Mall, Central Park Sydney during the festival.