Google Cardboard, a tweetable bridge, 360° technology, YouTube live streaming and a branded app – Telstra and Imagination launch new innovations for NYE.
Sponsoring NYE in Sydney is arguably one of the biggest gigs a brand can get and Telstra has not taken this lightly, choosing to significantly up its game in the tech stakes this year.
The global New Year's Eve extravaganza is organised by Australia’s independent global creative agency Imagination, alongside the City of Sydney. Returning as the main sponsor of the $7.2 million event, Telstra has today unveiled a new series of innovations as part of its sponsorship of the event.
For the first time ever, people across the globe will be able to experience 360° views of some of the best moments from the Sydney New Year’s Eve celebrations – via the Sydney NYE Telstra App.
The branded app uses 360° technology to create a personalised experience that will allow users in Australia and overseas to “feel like they’re right in the heart of the action” on Sydney Harbour, with the ability to select different views and camera angles by physically turning left, right or spinning around while holding their phone.
This experience can also be enhanced through the use of Google Cardboard, with a limited number available for Australians to order in advance through the app. This allows them to transform their phone into a basic virtual reality headset for an immersive digital experience.
Telstra general manager of brand marketing Ben Cutler said: “Telstra is thrilled to be collaborating with City of Sydney on one of the world’s most iconic New Year’s Eve events, providing global audiences with the opportunity to get into the heart of the action thanks to Telstra’s technology.”
Above: Clover Moore Jack Thompson and The Imagination Team
Also in a Sydney first, Imagination has unveiled plans for a tweetable bridge. Yes that's right, for the first time, the world’s most famous bridge will light up with tweets from Sydneysiders and visitors.
Audiences will be encouraged to use the hashtag #SydNYE to tweet New Year messages that tie into this year’s theme of 'inspire'. The tweets will appear live on the Sydney Harbour Bridge pylons throughout the night, and will be broadcast around Australia and the world in coverage of one of the first major cities to ring in the New Year.
In addition to the app, Telstra will run a Sydney NYE Telstra YouTube Show. This means a live stream of all the action from different vantage points around the harbour over four hours on YouTube and T-Box (Channel 919).
Last year the live stream was viewed by 1.5 million viewers. It had 5.1 million playbacks and was viewed in 179 countries. Telstra wants to up these stats and has bolstered its content offering by planning in more exclusive content for the live stream. This includes live performances and interviews.
Imagination director Heath Campanaro said the notion of brands wanting to connect and engage with audiences on a deeper level is becoming more and more prevalent.
“We've had a fantastic response from Telstra this year and have no doubt that what they have planned will resonate with the audience,” Campanaro said.
“It's a win win for both the audience locally and globally, who have access to some fantastic new experiences like the 360° views and Google Cardboard, and of course, it's a great exposure and a unique brand experience for Telstra.”
The Sydney NYE Telstra App also allows users with an Australian mobile number to pre-load up to 50 standard SMS that Telstra will send for free from midnight local time and will also feature news updates, interactive elements, maps and other popular services.
Since being awarded the project in 2010, Sydney New Year’s Eve has been Imagination’s signature project for the Sydney office. Imagination also works with clients such as Ford and CBA.
In 2014 it again had responsibility for creative direction of the theme and campaign, including sourcing and management of the creative ambassador, creative effects for the Sydney Harbour Bridge, pylon creative, three key parties and all advertising, marketing and brand sponsorship opportunities.
This year’s event, featuring Jack Thompson, follows previous partnerships with creative ambassadors including Reg Mombassa, Kylie Minogue and Marc Newson. All of which have helped to raise the profile of the event locally and globally.
“Sydney New Year’s Eve is without a doubt our most famous creative achievement. It gives our entire team such a thrill to be able to influence such an iconic event, and I’m confident that together with the City of Sydney we can continue to cement Sydney’s position as the number one New Year’s Eve event in the world,” Campanaro said.
During the 9pm family fireworks and midnight fireworks displays, seven tonnes of fireworks – including 11,000 shells, 25,000 shooting comets and more than 100,000 individual pyrotechnic effects – will be launched from the Sydney Harbour Bridge, the Sydney Opera House and barges on Sydney Harbour.
A third mini-fireworks display, known as the ‘Inspire moment’, will also feature at 10.40pm to keep crowds entertained during the countdown to midnight.
As in previous years, Campanaro, said the crowning glory will be the “top-secret” Sydney Harbour Bridge effect, which will form the centrepiece of the fireworks displays, featuring 13 kilometres of LED rope light and reaching 12 storeys high.
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