With an audience of around one million attendees every year, the annual arts festival, Brisbane Festival, wanted to make its mark as one of Australia’s major international arts festivals and show-off Brisbane’s innovative capacity as the leading creative technology city in Australia. With a thrilling program of theatre, music, dance, circus, opera and explosive public events, Brisbane Festival needed an out-of-the-ordinary marketing experience to capture the energy of the campaign, and were keen to go further than just traditional printed collateral. In a first for an Australian Festival, Brisbane Festival worked with Lightweave to create a custom-designed AR app to create a festival experience like never before. The free-to-download Brisbane Festival app brought campaign material to life with every page of the 2017 Brisbane Festival program being AR-enabled
Festival goers received a taste of the festivals line-up simply by pointing their phone at the pages of the Festival program or print advertising, enabling them to see and hear performance previews, reviews and interviews, right off the physical page.The app also offered access to exclusive festival ticket deals through integrated ticket purchasing, encouraging attendees to secure tickets to the performances they most enjoy from the AR previews. With over 60 shows in the 2017 program, AR technology allows potential attendees to see exclusive video content and learn more about each show, making choosing which shows to see even easier. In 2017, Brisbane Festival had their strongest presale numbers on record
Client’s
Testimonial
Zoe White
Brisbane Festival
Digital Marketing Manager
“Lightweave brought fantastic ideas to the table, then went above and beyond to deliver them in an ambitious time-frame. Their imaginativeness and agility were key to our augmented reality campaign…”
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