The Adele Live 2017 Australian Tour broke previous attendance records at ANZ Stadium in Sydney Olympic Park. Sydney Olympic Park had a unique opportunity to engage over 190,000 concert over the two-day performances. It was quite an achievement for the ANZ Stadium at Sydney Olympic Park to land the first stop of this coveted World Tour. The event was so popular, that a bidding war worth hundreds of millions of dollars had raged amongst local and international promoters before the event sites were confirmed.
Standing out amongst the several international street-food stalls, trivia challenges and other pre-concert experiences could potentially be a challenge. Each of the pre-show available on the night had approximately 2.5 hours to onboard their share of the 80,000 per night Adele devotees.
Scene to Believe had to create an effective pre-show event strategy that would provide an incentive to concert-goers for standing in line, despite the prospect of a potentially lengthy wait.
The client, Sydney Olympic Park wanted to capitalise on visitor traffic in hopes to capture data that would help in their remarketing strategy for future events. Within the event marketing program, Scene To Believe proposed a Themed Photo Booth and custom branded Photo Touch Social Sharing platform.
Over the 5 hours 2-day activation, Sydney Olympic Park received the following results:
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