Creative Execution

Using state of the art technology integrated with the Google+ network, we measured each person‘s biometric data (heart rate, skin temperature, auditory levels, accelerometer, and galvanic skin response) to remove barrier between audience and artist. Paul Oakenfold used these insights to transform his set and fuel interactive and visual experiences. The event was streamed live and remote fans could 'vision-mix' their own experience through 6 camera feeds on Google Hangouts. Post event, powerful individualized takeaways were created by converting captured data into infographics that recreated each fan’s night – highlighting the song they danced hardest to, the one they had the strongest emotional response to, their position amongst all the dancers, etc. These infographics were sent directly from Paul Oakenfold to fans’ Google+ accounts.

The campaign connected over 3 million people (through social channels) to the experience, to each other and to Google. The integration of biometric data allowed us to bridge the live experience and Google+, bringing the audience and artist closer than ever before. This activation was so cutting edge that Paul Oakenfold requested the data output to inform updated remixes of his tracks. His Google+ profile saw a 13% increase in followers and 11.7% increase in view count over the campaign period. Attica experienced its most successful month in 10 years of the club's history in terms of total sales revenue.

Google wanted to leverage the closing party of the APAC International Music Summit to drive people to their platforms, create conversations, and prove they understand the industry. This being an existing event with DJ Paul Oakenfold, our challenge was in using Google's platforms to enhance the experience without making it a “Google” event. Electronic Dance Music fans are the most socially prolific musical group, connecting with artists online. However social technology had yet to add true value in the live environment. The idea ‘Closer’ uses biometric data to seamlessly translate the connective power of Google platforms into the live environment.