Connecting audiences: Telstra’s digital activation strategy

The Telstra Sydney New Year’s Eve campaign exemplified how a brand can meaningfully integrate itself into a major cultural event. Rather than simply sponsor the celebration, Telstra used the occasion to bring its brand purpose—connecting people through technology—to life in bold and immersive ways. The campaign not only celebrated a calendar milestone, it celebrated Telstra’s evolution into a digital-first, customer-connected brand.

At the heart of the campaign was the official Telstra NYE app, a mobile platform that turned smartphones into powerful tools for participation and connection. The app offered features such as 360-degree drone footage of the fireworks, real-time vantage point information, and a “message the bridge” activation, where users could submit personal messages to be projected on the pylons of the Sydney Harbour Bridge. These features transformed a traditional event into an interactive and highly personal experience—whether people were physically at the harbour or watching from home.

Complementing the mobile experience was a live YouTube broadcast, hosted by prominent online personalities Troye Sivan and Tyler Oakley. This digital event extended the celebration to a global audience, merging music, commentary, and live visuals to create an engaging and shareable online show. The broadcast received over 166,000 views, reflecting strong engagement from both Australian and international audiences. By working with YouTube creators, Telstra positioned itself as a brand that not only understands digital culture but actively participates in it.

The numbers backed up the success of the campaign. The Telstra NYE app was used over 60,000 times, with nearly 1 million minutes of interaction. These figures indicate more than just reach—they reflect real, sustained engagement. People didn’t just download the app; they used it to enhance their New Year’s experience. The campaign shifted Telstra’s role from passive provider to active enabler of connection, celebration, and innovation.

Strategically, the campaign reinforced Telstra’s brand pillars: innovation, connectivity, and customer empowerment. Central to this was a deeply human-centred approach: technology was designed not for technology’s sake, but to bring people closer, create shared moments, and foster a sense of belonging. This focus on human connection made the technology feel accessible and relevant, ensuring the brand was seen as a partner in celebration rather than just a service provider.