In a collaboration between Sydney Olympic Park Authority and Circul8, close to 200,000 Adele fans were treated to a red carpet welcome before the Sydney leg of Adele’s Australian tour at ANZ Stadium last weekend.
The red carpet activation on Olympic Boulevard, hosted by James ‘Breko’ Brechney, featured Adele-themed trivia andvox-pops with the audience.
The activation also included a highly successful red carpet photo-wall for fans to get snapped at the event.
More than 5,000 fans took to Twitter and Instagram to post selfies in front of the photo-wall, with many who used the hash-tags #sydneyolympicpark, #adelelive2017 and #anzstadium where their photo would then instantly appear on a digital big-screen operated by Aggreg8 LIVE.
Alana Stocks, managing director of Circul8, said the collaboration is just one example of how to get the crowds involved to enhance engagements.
“User-generated content and social media is becoming an integral part of brand entertainment,” she said.