Social Playground : Social Mosaic Activation in Perth

Margaret River Pro forms part of the World Surf League's World Championship Tour. It was the perfect event for Healthway WA to promote its #lookafteryourmates campaign.

When Healthway WA came to us looking for some fun activation ideas to engage attendees at the Margaret River Pro, we were just a little bit excited to channel our inner surf chick and provide some creative ideas.

Margaret River Pro forms part of the World Surf League's World Championship Tour. It's a chance to grab your mates and head down to this picturesque corner of Australia to watch some of the world's best surfers battle it out. It was also the perfect event for Healthway WA to promote it's #lookafteryourmates campaign.

In targeting the 18-35yo demographic, we knew we needed something beyond the standard photo booth hire to wow attendees and create a fun experience they felt excited to talk about. Social Playground pitched three ideas to Healthway, including an Aerial Green Screen moment, our Social360 a 360 degree selfie experience and our Social Mosaic which is a culmination of consumer-generated photos that comes together to reveal an amazing Mosaic.

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Given the event spanned over 4 days and Healthway wanted to promote the #lookafteryourmates hashtag, the Social Mosaic was the winning concept.

Social Mosaic photos are contributed by event attendees via photos shared publicly with the hashtag to Instagram. This drives brand awareness on social media and enables attendees to share a whole range of experiences to the hashtag, capturing the event from hundreds of consumer perspectives. Each photo is printed with a unique number to indicate where to place the photo in the Mosaic. The final Mosaic image is revealed when all the of photos have been placed. In addition to the printed Mosaic, we offer a digital Mosaic which can be embedded in a microsite to extend the campaign further.

Over the course of the 4 day event, two mosaics were created at different locations around the event. Our energetic brand ambassadors were on hand to encourage attendees to participate, roam the event capturing photos and to ensure the mosaics completed in time.

Hundreds of consumers were engaged in the activity and the #lookafteryourmates message was spread to thousands via Instagram.