‘Closer’, our campaign to seamlessly translate the connective power of Google’s platforms into the live environment to create an unforgettable experience, had promo & activation at its core. A unique live experience fuelled by data gathered by Google+ integrated Lightwave bioreactive wristbands created the key promotional element. It actively engaged the audience with Google+ and created a promotional life beyond the event itself, which featured Paul Oakenfold and took place at the closing party of the Asia Pacific International Music Summit in Singapore.

The campaign connected over 3 million people (through social channels) to the experience, to each other and to Google+.

The fact the data was entirely personalized meant we were able to create very powerful reasons for people to connect to the Google+ platform after the event - we crafted the data gathered into meaningful, shareable and beautiful assets - the success of which is evident in the reach numbers (3 million). This activation was so cutting edge and perfectly targeted at the audience that Paul Oakenfold requested the data output from the event 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. And Attica experienced the most successful month in 10 years of the club’s history in terms of total sales revenue.