8.2 million people visit the Sydney Opera House every year. Most take a photo of the outside, making it the most Instagrammed icon in Australia, and then move on.
Our solution to get people inside? Turn photos of the Sydney Opera House on Instagram into incredible experiences inside by inviting users to #comeonin.
Custom software used computer vision to identify photos of the
famous sails along with geo-location to find ones posted in close proximity.
Invitees posted photos of their experience inside, changing perceptions of the House, one pic at a time.
In 4 weeks, over 5 million people saw a new side to the Sydney Opera House: the inside - generating more than 17 million impressions.