Case Studies / Melbourne Zoo Uses QR Codes in Livestreams

Melbourne Zoo Uses QR Codes in Livestreams

25 Jun 2023 - 07:06

A creative livestreaming solution helps Melbourne Zoo keep visitors engaged around the clock by combining live animal cameras with QR code overlays that direct viewers to exclusive on-demand content whenever the animals are inactive.

About the project

Melbourne Zoo, the oldest zoo in Australia, has been welcoming visitors since 1862. Originally established to acclimatize domestic animals brought to Australia by sea, the zoo gradually expanded to include exotic wildlife and botanical gardens. Today, its primary mission is the conservation of endangered species and the protection of wildlife.

During the COVID-19 pandemic, Melbourne Zoo was temporarily closed to the public. To stay connected with members, donors, and animal lovers around the world, the zoo launched the Animals at Home livestream project. The initiative allowed viewers to observe animals in real time while continuing to support the zoo's conservation efforts.

While the livestreams attracted a global audience, visitors from different time zones often tuned in when many of the animals were sleeping. The zoo therefore looked for a way to keep viewers engaged even during quieter hours and offer additional educational content without interrupting the live broadcast.

Technical Solution

The livestreaming solution is powered by four AXIS P3225-LV Mk II Network Cameras installed throughout the animal enclosures. The cameras deliver Full HD 1080p video quality while providing reliable performance in both daylight and low-light conditions.

Each camera runs CamStreamer App, which streams live video directly to YouTube without requiring additional streaming hardware or a dedicated production computer.

To enhance the viewer experience, Melbourne Zoo also deployed CamOverlay App. During overnight hours, when many animals are inactive, the application automatically displays custom graphic overlays containing QR codes. These graphics are scheduled to appear at predefined times for each individual animal enclosure.

When viewers scan a QR code, they are redirected to pre-recorded videos featuring zookeepers introducing the animals, sharing interesting facts, and providing behind-the-scenes insights. Instead of watching sleeping animals, visitors can continue exploring engaging educational content while remaining connected to the zoo.

The QR codes also provide valuable marketing opportunities. By directing viewers to the zoo's website, Melbourne Zoo can track visitor interactions through Google Analytics, measure campaign performance, and better understand audience engagement. The same approach can also be used to guide visitors to donation pages, animal adoption programs, fundraising campaigns, or other initiatives supporting wildlife conservation.

The Result

The combination of CamStreamer App and CamOverlay App allowed Melbourne Zoo to transform its livestreams into an interactive communication platform rather than simply a live video feed. Members and supporters were able to stay connected with the zoo even while it remained closed, while international audiences received valuable content regardless of their local time.

According to Digital Communications Manager Gigi Silk, audience feedback was overwhelmingly positive, particularly regarding the exclusive keeper interviews made available through the QR codes. The solution helped strengthen relationships with existing members, increase awareness of the zoo's conservation work, and create new opportunities to engage supporters around the world.

Beyond educational content, the QR code overlays provide a flexible communication tool that can be adapted for fundraising campaigns, visitor information, or promotional activities, making live streams an effective extension of the zoo's digital marketing strategy.

List of Supplies

Hardware

• 4× AXIS P3225-LV Mk II Network Cameras

Software

• CamStreamer App

• CamOverlay App

Location

• Australia

Video Quality

• 1080p

Audio

• None

Streaming Platform

• YouTube

Case Studies / Melbourne Zoo Uses QR Codes in Livestreams