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 brings campaign material to life with every page of the 2017 Brisbane Festival program being AR-enabled.
Festival goers can get 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 offers 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.
The Brisbane Festival app was powered by Lightweave’s Licensable Collection Weavar technology. Weavar is an augmented reality application bringing printed collateral to life with video and 3D models. Weavar can be licensed to offer an engaging update to traditional print collateral. Weavar delivers brand messages in an exciting and unique way and can provide a simple call to action to continue the conversation. The augmented reality application has built in data collection capabilities, social integration and HTML menu integration options. Data is collected and stored from all users and supplied to the brand, providing information on their consumer behaviour. The app encourages social sharing providing shareable content options for users to engage in social media sharing and to improve the brand’s social media reach. Lightweave offers HTML menu integration for brands to be able to provide users with key brand information once they scan the AR markers, with a swipe across HTML menu. Weavar is available on both the App store and Google Play, making it readily available for brand audiences.