Brief

The Commonwealth Games 2018 digital activation project included four Commonwealth countries including India, Malaysia, Singapore and Australia. Each country was represented by a digital influencer and their production team, to create content for their respected Youtube, Facebook Twitter & Instagram channels.

The event’s objective was to promote the 2018 Commonwealth Games and the Gold Coast as a travel destination.

Solution

We worked closely with Tourism and Events Queensland to create the “Go For Gold” games, a mini Commonwealth Games inspired event across two days. The event included the opening and closing ceremonies along with six sports across eight different Gold Coast venues (Skypoint, Griffith Athletics, Broadbeach Lawn Bowls, Gold Coast Aquatics Centre, Gold Coast Table Tennis, Broadbeach Beach Volleyball, Gold Coast Recreation Centre and Jupiters Casino).

In order to achieve maximum appeal we dressed each participant in country colours and each venue to represent a professional sporting theme. We designed each activity and the scoring system to reflect a fair competition whilst maintaining the professionalism of each sport. With the help from Gold Coast Commonwealth Games Organising Committee (GOLDOC) we were also able to secure professional sports people to demonstrate and represent each activity prior to the talents participation. Their involvement not only created a better understanding of each sport but fantastic content for the channels.

One of the highlights was working with Borobi, the cool surfer Koala mascot representing the 2018 Commonwealth Games. He is one really cool dude.
Result

The digital influencers and their crews had an action packed weekend creating this valuable content. With a collective reach of over 5 million viewers, this group have the potential to really make an impact to the success of the 2018 Gold Coast Commonwealth Games.

Their respective audiences have already engaged with posts reaching over 100,000 views in just 2 days.