O24G Blog
On 29th
of August 2013, O2 switched on 4G in London with an exclusive Plan B concert.
They streamed this gig live across the city and also used Eventstagram to
display live social media slideshows on the large screens. With this software,
the crowd uploaded photos to Instagram and Twitter as they normally would, with
a particular hashtag, which is picked up by this web app’s software and was
displayed in real time in all three central London digital media locations;
Kings Cross Station, Victoria Station and The Wall at Westfield Shepherd’s
Bush. This meant that everyone in each location could share the moment with
fans in the other locations too.
Plan B performed
to an audience of 2,000 people at O2 Shepherd’s Bush Empire as well as to the
crowds at the live-streamed locations. Audiences at Kings Cross and Victoria
Stations were given O2 headphones to enjoy the gig as a live-streamed silent
disco. Fans at home could also check the
gig out live on Youtube!
In all of
these locations, as well as the Shepherds Bush Empire, Eventstagram was
intermittently shown as people entered the venue and also between the support
acts and Plan B’s performance. Buskers were taking requests from the crowd,
which created a great atmosphere, many of which were recorded on Instagram and
ended up on the slideshow. O2’s social media team handled the moderation of
Eventstagram’s service remotely from Glasgow!
When people
saw their hashtagged photos and videos from Instagram and Twitter appearing in
real time on the screens in front of them, there were massive spikes in social
media. The crowd went crazy and even began to take photos of their photos on
the screen! When normal advertising came back onto the screens, the social
media output from the crowd decreased. This shows how effective live streaming
of social media can be in the amplification of brand and peer-to-peer
advertising.
With the
use of Eventstagram’s reporting dashboard, we can see that 261
people shared 544 Photos & Videos, 377 Tweets, 91 Retweets, 1721 Likes
giving this event a total outreach of 3311286 people!
Imagine!
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