Project: The World’s Most Tagged Photo - Orange Glasto Tag (2010)

Position: PR Manager, Orange UK

Role: Internal Lead

As the PR Manager for Orange Telecom's Glasto Tag project, I collaborated with Poke London to launch a groundbreaking initiative at the Glastonbury Music Festival. This project celebrated Orange's decade-long sponsorship of the festival and aimed to create a memorable and engaging experience for attendees.

The centerpiece of the Glasto Tag project was an extraordinarily detailed photograph taken from the Pyramid Stage. By seamlessly stitching together 36 images captured in less than a minute using two high-resolution Hasselblad cameras, we created a 1.3 gigapixel photo. This massive, zoomable image captured over 70,000 people in a single frame, allowing festival-goers to find and tag themselves on Facebook.

To enhance community engagement, we introduced "Where’s Welly?", an interactive game integrated with the Glasto Tag experience. Each week, participants searched for an orange welly hidden in the festival crowd within different photos, with the chance to win tickets as an incentive.

The impact of Glasto Tag was immense. Within just a few hours, it broke the Guinness World Record for the 'Most Tagged Photo,' quickly accumulating over a thousand tags and eventually growing to more than 8,000. The project gained significant online traction, achieving 6,000 Facebook likes and receiving coverage on over 100 sites, including The Guardian, Mashable, and The Next Web. Contagious magazine praised it as a prime example of ‘the golden age of the industry’.

Video overview here.