| Sydney Wildlife World - Case History
Background
Sydney Wildlife World is Sydney’s newest visitor attraction, located at Darling Harbour Sydney.
XYZdirect were briefed to consider means of enhancing visitors journey through the attraction, most specifically through the creation of a unique multi sensory experience.
The Solution
XYZdirect used the Bluetooth channel to deliver fun educational content to visitor’s mobile devices as they journeyed through the attraction.
The bluetooth channel was selected based on it’s high penetration amongst our key audience of kids aged 4-13 and their parents, plus it positioned Sydney Wildlife World at the leading edge of creating interactive visitor experiences. This was a 1 st in the Southern Hemisphere.
A network of 6 Bluetooth “hotspots” where installed at Sydney Wildlife World. The network was configured to deliver contextual based content to visitors relative to the segment of the exhibit they where in. So for example as they passed through the reptile’s exhibit they received the following content sequence:
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Mobile Wallpaper |
Animated Screensaver |
Fun Fact |
Content sent from the Sydney Wildlife World bluetooth network includes ringtones of animal sounds, animated animal screen savers, and special offers redeemable at retail.
With a key target audience of young families, future content will include games, video and interactive competitions. Stage 2 could potentially see the network offered as an advertising channel for brands targeting kids and young families, as the mobile channel matures to become a critical part of the multi channel marketing mix.
What the client said
“With 90% of visitors to the attraction carrying a mobile device, we see XYZdirect’s solution to interact via Bluetooth as a superb means of enhancing the visitor experience at Sydney Wildlife World” commented Ravini Perera, Group marketing Director of Sydney Attractions Group. “Plus it creates the opportunity, through fun and intriguing content, for us to keep our brand in front of our audience post their visit to the attraction” added Perera.
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