fbpx

    High up on the 88th floor, 285 metres above sea level, you’ll find Eureka Skydeck: Melbourne’s greatest point of view, and one of the most stunning observation decks in the world.

    As the highest public observation deck in the Southern Hemisphere, Eureka offers a visual panorama of Melbourne’s humming neighbourhoods, world-class hospitality venues and dazzling urban sprawl. Day or night, there’s no greater sight of the city from this incredible vantage point.

    OBJECTIVES

    The following objectives were outlined by Eureka Skydeck:

    1
    Increase Brand Awareness
    and Engagement
    2
    Database Acquisition
    incl. Social Media Growth
    3
    User-Generated
    Content

    #EUREKASKYDECK

    Eureka Skydeck 88 is one of Melbourne’s must-see attractions. Two dedicated lifts propel visitors to level 88 in under 40 seconds and only Skydeck 88 can take visitors to The Edge, a switchable glass cube which slides out from the building, with patrons inside.

    Visitors to Eureka Skydeck 88 were uploading a substantial amount of user-generated content via social media but no mechanic existed to capture and capitalise on this content.

    Eureka Skydeck 88 needed a tactic to execute onsite that showcased the venue and motivated visitors to upload their own experience of the skydeck in a way that benefited the brand itself.

    OUR STRATEGY

    By developing and executing a targeted initiative to meet the objective, Eureka Skydeck 88 successfully achieved the following:

    1
    A substantial increase in the volume of
    user-generated content on Instagram.
    2
    An interactive and in-house
    marketing tactic driven by patrons.
    3
    A vast increase in brand awareness
    through the user-generated content.

    STRATEGIC INITIATIVES

    • Thinktank Social developed a dedicated microsite (mini-website) for the sole purpose of housing a LIVE Instagram feed.

    • Code was written to pull only those images tagged with #eurekaskydeck via Instagram into the LIVE feed.

    • The microsite was then made available for viewing to the general public via the internal TV screens placed around the Eureka Skydeck 88 viewing platform.

    • Every 90 seconds, the feed refreshed to pull the most recent images into the screen so that those users tagging images in the present will see them immediately.

    CAMPAIGN RESULTS

    • 19,000+ pieces of user generated content to date were uploaded by visitors within the first 12 months of introducing the hashtag screen

    • All content uploaded provided Eureka Skydeck with valuable consumer insights, courtesy of each visitor’s personal newsfeed.

    • The volume of user-generated content surpassed the Sydney Tower Eye, located in Australia’s most Instagrammed city.

    • Eureka Skydeck 88 now has an extensive library of content that reflects a visitor’s experience at their disposal, to use throughout all internal, external and digital marketing activations.

    We are super excited about the work we all did together on this and the process from a speed, design and quality perspective.
    Eureka Skydeck 88
    @eureka_skydeck

    MORE CASE STUDIES

    Dual Olympian and 8 x BMX and Mountain Bike World Champion, Caroline Buchan…
    For over 30 years, PRH has created and commanded an industry leading role i…
    The Melbourne Boat Show is Victoria's annual celebration of the positive an…
    Midsumma Festival is Australia’s premier LGBTQIA+ cultural festival.

    FEEL LIKE A CHAT?

    PREFER TO EMAIL?