Crowd Convergence partnership creates history
No matter where you were on November 6, you could watch the Lexus Melbourne Cup. Location is no longer limiting. Crowd Convergence Campaign Pilot innovation brought ‘the race that stops a nation’ live to Qantas passengers via inflight streaming for the first time. Australia’s most popular race is the highlight of the Melbourne’s Spring Racing Carnival and captures the heart of millions across the nation.
Connecting with audiences on the move
Crowd Convergence were engaged by oOh! Media with the goal to live stream Channel 7’s broadcast across their signage network in real-time. We were also tasked with finding a way to connect passengers on board Qantas flights using onboard wi-fi. Working together with Lexus and oOh! Media, it was a unique opportunity to connect people on the move using innovative technology.
Live streaming across airports and shopping centres
Crowd Convergence facilitated the display of Lexus content on race day reaching potentially millions of people as they were shopping and flying around the country. oOh! Media signage locations were ‘taken over’ in domestic business lounges and Qantas Clubs. Additionally there were Collect and Connect TV screens at baggage collection points in Brisbane, Perth, Melbourne and Adelaide airports, and in Sydney’s Qantas domestic terminal. Shoppers in the heart of Melbourne also joined the Lexus Melbourne Cup excitement on the largest full motion billboard in Australia in Bourke Street Mall.
A countdown was displayed pre-race which seamlessly switched to live race content as the horses entered the starting gates. Crowd Convergence systems controlled live content at all times and fallback creative was ready in case internet connectivity issues occurred at remote sites. Our live support technicians were on hand to oversee operations and ensure the activation went off without a hitch.
Qantas passengers connected to live inflight streaming
Qantas passengers were able to watch the Lexus Melbourne Cup live as they flew through the air. Breaking new ground, it was the first time passengers could watch a live stream while flying though the skies.
We worked closely with oOh! Media and Qantas to create unique multi-bitrate streams for the Qantas inflight wi-fi system. Using a tablet, smartphone or laptop, passengers logged into the Qantas free wi-fi network using their seat number and joined the countdown displayed before the race. During the race, Crowd Convergence streamed the live broadcast to bring the racing excitement to hundreds of passengers flying thousands of feet up in the air.
Our systems and technicians balanced passenger loads at all times to ensure the best possible stream quality.
Creating media history
The partnership between Crowd Convergence, oOh! Media and Lexus created history with innovative ideas using unique technology to break new ground in media, inflight streaming and advertising. We brought new meaning to the sky’s the limit.