The City of Sydney has launched an iBeacon trial aimed at driving audience engagement with its new seven-meter high World War II sculpture honoring Aboriginal and Torres Strait Islander diggers.
Four beacons will be installed around Hyde Park South, where the new Yininmadyemi – Thou didst let fall sculpture is situated, and will push notifications to users of the city’s Sydney Culture Walks App advising them of the opportunity to listen to the story that inspired the artwork.
The beacon trial is running for 12 months and is a partnership between the City of Sydney, Meld Strategies, Brand Culture and Beaconmaker along with the Culture Walks App developer, We Make Apps. The trial represents the first foray into beacon technology for the City of Sydney team.
Yininmadyemi – Thou didst let fall features four seven-metre tall, 1.5-tonne bullets and three fallen shells to represent the diggers who returned to Australia as well as those that lost their lives. It was created by Aboriginal artist, Tony Albert, whose grandfather, Eddie, served in the Australian Army during World War II.
The artwork’s title is designed as a reminder of how Albert’s grandfather and fellow service people were treated differently to their white comrades after the war.
“Tony has created a striking and dramatic artwork that becomes even more meaningful when you understand the story behind it,” Moore said. “By trialling iBeacon technology, the city is bringing this important historical story to the more than 15,000 people who have downloaded the Sydney Culture Walks App.”
Depending on the success of the trial, a spokesperson said the City of Sydney will then look to use beacons across other public artworks. Core metrics that are being used to gauge success include number of notifications served to users’ devices triggered by a beacon; notifications actioned or opened; views of the Yininmadyemi artwork card in Sydney Culture Walks from a beacon ‘referral’; and how many consumers listen in full to the audio piece.
Beacon technology has been popping up in an array of initiatives aimed at improving visitor and audience engagement at historic, sporting and cultural sites, albeit with varying degrees of success.