8.2 million people visit the site of the Sydney Opera House every year, making it the most Instagrammed icon in Australia. But most people take a photo outside and move along. This behaviour became our solution.

Introducing #comeonin.

A campaign that invites the public inside the Sydney Opera House by targeting unsuspecting people right outside that have recently posted a photo of the building to Instagram. The first real-time campaign that transforms Instagram photos into experiences.

For four weeks we monitored Instagram with a custom software application using computer vision and geo-location all running on mobile devices. When someone posted a photo of the Sydney Opera House from the outside, the mobile response team shot and shared a personalised response video in real time inviting them to #comeonin for a money-can't-buy experience.

Photos were turned into private sound checks with artists, acrobatic lessons with performers, behind the scenes tours, karaoke sing-alongs and more.

The content we were able to curate through the experiences of the inside was re-shared on Instagram directly by invitees. In turn, using our invitees as a channel to further extend the reach of our campaign from a grass-roots level. Experience by experience, picture by picture, we were able to change perceptions of the Sydney Opera House.

Over 4 weeks, more than 5 million people got to see the magic that goes on behind the scenes inside the Sydney Opera House.

With a media budget of $15k we’ve landed over 17 million impressions.

2 million social impressions (paid and organic), 1.8 million influencer impressions, 13.9 million PR impressions.

Incredibly, all this came from inviting 126 unsuspecting Instagrammers who simply posted a photo of the Sydney Opera House, to #comeonin.