There were no restrictions.

This was an entirely data driven experience, nothing we created would have been possible without it. The integration of biometric data into the event allowed us to both create a bridge between the live experience and Google+ and allowed us to bring the audience and artist closer than ever before. The success of this was measured in the post-event analytics that crafted insights around audience engagement and in the success of the number of people who were engaged (3 million people were reached across social media channels) and the resulting content that was pushed online.

Through the data, we were able to measure the engagement of the audience as the performance unfolded. In this way, we created a feedback loop that used the energy of the crowd as a way to intensify the performance itself - making highs even higher and adjusting the experience in real-time to reflect the desires of the audience. So essentially, we created a platform that tangibly celebrated the audience having a positive experience and one which couldn't have succeeded without it.

In terms of behavior change, the fact the data was entirely personalized meant we were able to create very powerful reasons for people to connect to the Google+ platform after the event - we crafted the data gathered into meaningful, shareable and beautiful assets - the success of which is evident in the reach numbers (3 million across social channels). This activation was so cutting edge that Paul Oakenfold requested the data output from the event to inform updated remixes of his tracks. His Google+ profile saw a 13% increase in followers and 11.7% increase in view count over the campaign period. And Attica experienced the most successful month in 10 years of the club’s history in terms of total sales revenue.

3 million people were reached across social media channels throughout the campaign which included activity on Facebook and Twitter in addition to Google+.

The activation was so cutting edge that Paul Oakenfold requested the data output from the event to inform updated remixes of his tracks. His Google+ profile saw a 13% increase in followers and 11.7% increase in view count over the campaign period. And Attica experienced the most successful month in 10 years of the club’s history in terms of total sales revenue.

‘I had such a great time working on this groundbreaking experience with Google and Attica. I was able to bring my live performance to another level and connected music to the audience like never before’. - Paul Oakenfold