Australian Arts Festival encourages Instagram sharing in run-up to event

Imagery, capturing the experience, will be shared with thousands via digital out-of-home in the lead-up to and during the cutting-edge arts festival. From 12 September, APN Outdoor will display vibrant Instagram content from the festival’s Instagram account on its Elite Screen alongside City West Link Rd in Lilyfield. In addition, for the first time, on the festival night of 17 September, curated Instagram content from festivalgoers will be displayed outside the festival footprint with APN’s support. Displaying every minute at this premium location will extend the BEAMS Arts Festival experience to tens of thousands of people during the weeklong campaign. An average of 47,000 eastbound cars travels the heavily congested arterial towards Chippendale each day.

The Instagram competition is an opportunity for festival attendees to embrace the creative spirit of BEAMS. The idea is to capture your BEAMS experience and upload it to Instagram using the hashtag #BEAMSFESTIVAL.

“We could not be more excited. Not only have we collaborated with the best of the best in technology and digital billboards, but BEAMS will be screened live with instant photographic imagery capturing the spirit of BEAMS with all of its fun and frivolity to huge audiences,” said Nicky Ginsberg, BEAMS festival director.

The digital screen in The Living Mall within Central Park Sydney will also display the curated Instagram competition entries live within the festival footprint. A selection of BEAMS’ video artwork will also be on display in the week prior to and during the festival.

doohfa, which delivers dynamic content solutions to digital out-of-home, will be used to deliver the week-long campaign content. This includes curating Instagram images submitted in the competition on the night, and integrating them immediately for display on both digital screens.

“doohfa’s offering has developed since the last BEAMS festival. Which means this year, BEAMS will be engaging personally with each contributor using Instagram comments to grow their community meaningfully,” said Neice Waddington, doohfa’s product director.

“We’re thrilled to be expanding the activation with APN Outdoor. Different digital out-of-home screens provide different value to brands. doohfa is enabling BEAMS to leverage this value by simplifying its roadside and shopping centre DOOH content management into one web-based dashboard,” concluded Waddington.