BEAMS Arts Festival extends beyond Chippendale, Sydney with dynamic DOOH

Imagery capturing the BEAMS Arts Festival experience is being shared with thousands of people via digital out-of-home in the lead-up to and during the arts festival. APN Outdoor is displaying vibrant Instagram content from the festival's Instagram account on their Elite Screen in Lilyfield. For the first time, on the festival night of September 17th, curated Instagram content from festival goers will be displayed outside the festival footprint with APN's support.

The Instagram competition is an opportunity for festival attendees to embrace the creative spirit of BEAMS. The idea is to capture a viewer’s BEAMS experience and upload it to Instagram using the hashtag #BEAMSFESTIVAL. Using 'doohfa', the images will be curated on the night and integrated immediately for display on digital screens.

"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 also 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.

In 2015, the activity delivered 10% more Instagram followers to @BeamsFestival during the 5-hour festival period. After such success, this year's competition will be extending beyond the festival footprint to the APN Outdoor digital screen network. APN Outdoor will display curated Instagram competition entries on their Elite Screen located alongside City West Link Rd in Lilyfield. And for a week leading up to the festival, the digital screen is also displaying vibrant Instagram content from the festival's own Instagram account. 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 travel the heavily congested arterial towards Chippendale each day.

doohfa, which delivers 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.

The digital screen in The Living Mall within Central Park Sydney is also displaying 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.

"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 their roadside and shopping centre DOOH content management into one web-based dashboard," added Waddington.