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#DXBNYE

New Years Eve in Dubai is always an amazing experience. #DXBNYE took the annual celebrations to dizzying heights in 2014 with a massive outdoor concert at the Meydan Racecourse featuring superstars like Pharrell Williams, Busta Rhymes and Dimitri Vegas.

#DXBNYE
#DXBNYE

We were tasked with increasing the social buzz around the event by allowing the crowd to share photos on 2 big screens on either side of the stage. Over 700 photos were selected and added to the Hubb on the day of concert and over 4m impressions of the hashtag #DXBNYE were tracked.

We worked closely with our friends at Create Media Group who ran #DXBNYE’s social media activities and consider this to be a industry leading case study in how to use Social Media to promote and enhance a music event.

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