Tag Archives: melbourne

Take a Break for PauseFest

Only sometimes do I wish I resided in Australia’s OTHER city, aka Melbourne. PauseFest is one of those reasons. Apart from its good branding and art work, it features delectable content and experiences.

festival2014

Continuing their strong momentum from 2012,  PauseFest features everything from cool installations, games, music, animations and interactive design to creative panels about startups and the wider digital industry. Under the title ‘Masters of the IndustryReactive’s co-founder Tim O’Neill will panel it out with some other Melbourne luminaries. Among them my friend and ex-colleague Dave King from The Royals and Erminio Putignano (ex FutureBrand, now PUSH Collective).

pausefest

Check out all the speakers here and get your tickets here.

Australian Open Social Shack

One of Melbourne’s prime sporting events, the ‘Australian Open’ is closing on a great two weeks of tennis with their finals. Stars like Rafael Nadal, Roger Federer, Serena Williams and Li Na battled on the courts, and their fans are constantly connecting with them and amongst each other via social media, especially with the help of Twitter and the official hashtag #AusOpen.

Here’s Reactive’s Australian Open Social Shack, which is all about bringing fans and players together through social media. Check out Twitter’s global blog post on the project here.

hash check in inside2 inside outside

Below outlines each of the concepts displayed across the screens:

Tug of War – Fans could engage with the display by hashtagging their favourite player to influence the game of tug of war. Two players go head-to-head and only win by having the higher number of hashtags associated to them. Each player had multiple hashtags associated to their profile to ensure  variations of their name, e.g. #teamwilliams were captured.

Social Cheer – This idea uses live data from IBM to display graphical social ‘cheer’ throughout a match. Player vs. player would be set up for live matches and based on the social chatter for each player the graph would grow or decline. The intelligence of IBM’s data was also used by pulling through content on fastest serves, longest rally and other stats.

Social Leaderboard – This application uses multi-screen takeovers and runs through a series of leader boards based on players social media accounts.  Tracking the most followed players, who tweets and instagrams the most.

Player Profiles – Fans can see an animated feed of players which displayed all their social media accounts.

KIA’s Greatest Fan – Built upon the user journey through the Social Shack, the first two screen are displaying a feed of photos taken in the KIA media booth. Once having their photo taken the fans would move through to the Social Shack where they could view their photo on the big screen and then engage with the above  concepts.

Lastly, a giant check-in button helps track the number of visitors to the Social Shack. An iPad app  ticked over every time its button was pressed. The 3D #AUSOPEN sign, commissioned by Tennis Australia, sits out the front of the Social Shack and is a perfect and very popular photo opportunity.

Reactive at AdTech 2013 Melbourne

If you are in Melbourne next week, come and join us from Reactive and people from brands like CocaCola, Facebook, eBay, CBA, Nike and AusPost for a great two days. AdTech Melbourne 2013 brings together big data clouds, geeky innovation chic and powerful advertisers and agencies.

Tim Buesing at the 2011 AdTech Conference

Tim Buesing at the 2011 AdTech Conference

Together with Emad from Finch and Johnny from Save Our Sons I will present our case of ‘The Most PowerfulArm Ever Invented‘. The broader topic of using ‘Innovation for Good‘ will hopefully trigger a lively discussion.

AdTech Melbourne

See below a look at CNET’s coverage of our launch event with Emad explaining the work

Splendour in the Grass and on YouTube

This Sunday afternoon from 4pm onwards Splendour in The Grass will be running as a free live stream in the masthead on YouTube’s homepage as well as on Virgin Mobile’s channel. This is a first for paid media in our region so everyone here at Mojo is properly chuffed about getting this up.

YouTube masthead with Splendour in the Grass

YouTube masthead with Splendour in the Grass

Many people here including our partner agencies and Google have been working hard to make this happen. If you do live in the right region please enjoy the free stream of a pretty good line up consisting of Coldplay, Kaiser Chiefs, Cloud Control, Elbow, Vaccines and The Vines.

Even better, if you happen to be mucking around at Splendour itself, or know someone that is and/or have a Twitter or Instagram account, please participate with the hashtags #splendour, #splendourlive or #SITG . All tweets will be picked up and displayed underneath the videostream. And some of the Instagram shots might end up in The Vaccines new crowdsourced music video.

Splendour Live Stream Party

Splendour Live Stream Party

There are also live streaming parties running in Sydney, Perth and Melbourne this Sunday, so come on down to the Beach Road Hotel in Bondi or the Bimbo DeLuxe in Fitzroy from 4pm on Sunday and enjoy the festival atmosphere without the mud!

A race of “Like” across facebook – Melbourne Cup 2010

The Melbourne Cup is being held for the 150th time this year and is often described as “the race that stops the nation”. In 2010 it seems to live up to its moniker with torrential rain flooding Victoria’s capital.

But it also signals the beginning of spring, and for us at Holler it meant a fresh idea for how to best transfer a horse race onto facebook.

Greatest Cup Never Run on facebook

Greatest Cup Never Run on facebook

Check out Boag’s Draught’s “Greatest Cup Never Run” and click on Photofinish. Here you can Like any of the 24 best horses of all time. Besides engaging with other horse experts on the walls of Longfacebook, you will see how their race for some facebook love pans out. Currently the top two, legendary horses Makybe Diva and Phar Lap, are separated by nothing more than a single Like.

Greatest Cup Never Run - Longfacebook

Greatest Cup Never Run – Longfacebook

3 Things I learnt from doing video interviews

It’s been a while but I am still amused and inspired by my meeting with Casey Spooner at Melbourne Festival. During a hectic but very enjoyable “brand immersion day” with Beck’s I was able to meet Casey back stage. The camera work is a bit wobbly and Casey had a funny way of rambling and theorizing. Still, I was lucky to get a lot of shots during their performance without getting pulled by the bouncers. Practically half the audience was recording with mobile phones and cameras at any given point (makes clapping your hands after a song difficult).

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This interview was the first for Beck’s Uberselektor with Alex Barck from my (student day) heroes Jazzanova. Alex and his crew have sonified many of my Thursday nights at the WMF in Berlin. It was clerarly a rubbish idea to only bring the camera and no separate microphone (I think we didn’t even have one at the time).

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Roland Appel is from equally good pedigree in terms of electronic music, creating some memorable tracks under the names of Truby Trio and Fauna Flash. He is easily as friendly, approachable and professional as Alexander and a pleasure to interview. Both interviews were done at Future Classic’s studio/office space in Redfern.

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Top things I learnt doing these interviews:

People like to ramble.
The more to the point your question, the better they get in coming to the point. Although, Germans love to over-explain and analyse. The more energy you put into your questions and into the exchange, the more energy you will get out of your interviewees. Use open questions like “Take me through this experience”. Don’t hesitate to redo a question if the people lost their train of thought – the second time they will feel more comfortable with the topic and have a more polished version.

You cannot ignore bad sound
Unless you go beserk with the camera people will tolerate a bad zoom or pan in an online video. Bad sound cannot be ignored, especially on the computer where the output device is weak in the first place and mostly played in a noisy environment. Headphones and earplugs might help but you cannot bank on people having them ready or care enough to plug them in. Watch out for background sounds that interfere with the voices.

Edit your own shit
Unless you start editing you never fully understand what you have missed filming and what you can do better next time. Shoot the extra scene of your interviewee getting ready, heading out or something else that can serve as a “cut away” scene. Nobody enjoys a talking head for more than 20 seconds online. Underscore visually what the people are talking about.

Laneways by George – looking sideways in Sydney’s CBD

Forgotten Songs

Forgotten Songs


Following on our trip to Melbourne, the Holler creatives ventured outside Surry Hills (gasp!) and into the far northern tip of the CBD. Laneways by George is an initiative by the City of Sydney to bring its historic laneways into focus. A few months ago Holler pitched an idea (together with Arup, SuperCollossal, UTS DAB, the ABC and the Powerhouse Museum) for a series of installations. Sadly it didn’t get the green light, possibly because it proved way too ambitious. Our proposal included covering all the featured laneways with WiFi, connecting the places with an overarching narrative, projecting dynamically onto the walls, bringing historical footage onto the mobile…you can tell, it was the whole digital shebang.

Don’t quite know why we went overboard like this, maybe a desire to catch up with what other cities have done already (did I hear anyone say Melbourne?). Anyway, maybe there are some nuggets of inspiration in it for you – if you can decipher the tiny type.

Seven Metre Bar

Seven Metre Bar


Some installations stand out like the birdcages in Angel Place (“Forgotten Songs“), the flood-simulating trash collage (“Seven Metre Bar“) or the strangely erotic/revolting humming pieces of flesh in Bridge Lane (“I Dwell in the City and the City Dwells in Me“).
Laneways by George

I Dwell in the City and the City Dwells in Me


In the end, the series of installations is worth exploring. Even if the work doesn’t resonate with you – you walk through spaces you didn’t know existed and wouldn’t use (unless you are a delivery man for some of the bars and shops on the high street).
Bridge Lane painted signs

Bridge Lane painted signs