The concept of FOMO, or Fear of Missing Out, has been leveraged by the City of Melbourne, in partnership with the Victorian Government, to drive engagement with local businesses and attractions. Through two distinct campaigns—FOMO Freebies and FOMO Fridays—these authorities have implemented a large-scale initiative aimed at revitalising the Central Business District (CBD) following lockdown periods. Unlike traditional mail-in sample programmes or online sign-up forms for household goods or beauty products, these initiatives focus on high-value experiences and immediate gratification to encourage physical footfall. The programmes target the local Melbourne population and visitors, serving as a case study for city-led consumer incentives within the entertainment, hospitality, and retail sectors.
The FOMO Freebies campaign is a time-limited programme running from Monday, 21 June, to Sunday, 18 July. It is designed to provide "truly Melbourne experiences" by distributing free tickets, vouchers, and staycations. The initiative is part of a broader effort to remind the public that the city is open for business and remains Australia’s cultural capital. The Lord Mayor, Sally Capp, has publicly endorsed the programme, noting that the freebies serve as a thank-you to people returning to the CBD and are intended to boost tourism, retail, and accommodation sectors.
FOMO Freebies: Available Giveaways and Incentives
The City of Melbourne distributed a significant volume of free items and experiences through the FOMO Freebies campaign. The programme specifically targeted individuals "getting back to the city." The giveaways occurred at "surprise locations" across the CBD, requiring consumers to monitor official channels closely to find out where and when these events were taking place. To secure a freebie, participants were required to keep a close watch on the What’s On Melbourne website and the organization's Instagram account for daily announcements. The distribution of freebies was often rapid; for instance, the giveaway of Sea Life Melbourne Aquarium tickets (200 double passes) was completed within the first 20 minutes of the announcement.
The specific giveaways identified in the source material included:
Entertainment and Attractions - Sea Life Melbourne Aquarium: 200 double passes - Frozen The Musical: 200 tickets - Harry Potter and The Cursed Child: 200 tickets (covering both Part 1 and Part 2) - Melbourne Star Observation Wheel: 250 double passes - O’Brien Ice House: 200 double passes, including skate hire - Imaginaria: 200 tickets for an immersive play experience located in Docklands - Discovera Hidden Bars & History Tour: 200 double passes
Dining and Nightlife - NGV (National Gallery of Victoria): 100 double passes for ‘Friday Night’ events
Accommodation - The Westin Melbourne: 200 overnight staycations - Sofitel Melbourne on Collins: 200 overnight staycations
Retail and Market Vouchers - Queen Victoria Market: 400 vouchers valued at $50 each - Rising Melbourne: 100 Aunty Zeta Rain Slickers
FOMO Freebies: Eligibility and Redemption Process
Participation in the FOMO Freebies campaign required specific actions from consumers that differed from standard digital offer redemption. The initiative relied on real-time engagement and physical presence.
Geographic Requirement Consumers had to be physically present in the CBD to claim the freebies. The program targeted individuals who were "getting back to the city."
Surprise Locations Giveaways occurred at "surprise locations" across the city. Consumers were required to monitor official channels to discover where and when these events were taking place.
Monitoring Channels To secure a freebie, participants had to keep a close watch on the What’s On Melbourne website and the organization's Instagram account for daily announcements.
Speed of Availability The distribution of freebies was often rapid. As noted, the giveaway of Sea Life Melbourne Aquarium tickets (200 double passes) was completed within the first 20 minutes of the announcement.
FOMO Fridays Initiative
Running from 14 May through 4 June, FOMO Fridays was a complementary initiative designed to motivate CBD workers, students, and Friday visitors to stay in the city longer. It focused on a mix of free giveaways, price slashing on meals and drinks, and experiential activations.
Food, Drink, and Retail Offers FOMO Fridays involved over 40 bars and restaurants participating in promotional pricing. The offers generally required reservations and were designed for groups. Participating venues offered slashed prices on meals, discounts on drinks, and complimentary plates or bottles with reservations. Specific deals included two-for-one sangria and beers on tap at Asado, and $10 boozy hot chocolates at Ludlow Bar & Dining.
Freebies and Activations Similar to FOMO Freebies, this campaign included direct giveaways, though often of different types of products. Free items distributed during FOMO Fridays included doughnuts, topped-up Myki cards (transit cards), and dinner and drink giveaways.
Shopping Activations - Myer: Hosted the "Express Yourself" manicure bar and "Swiftly Stylish" hair bar from 4:00 PM to 9:00 PM, accompanied by sweet treats. - QV, The Strand, and GPO: Shopping experiences where consumers may receive bubbles, nibbles, and potentially have their shopping tabs picked up by promoters.
Experiential Activations - Collins Square: Hosted workshops, food tastings, and coffee experiences. - Riverside Quay: Offered music, roving entertainment, and the chance to win one of four $2,000 luxury escapes.
FOMO Fridays: Logistics and Participation
To take advantage of FOMO Fridays offers, specific logistical steps were required.
Social Media Monitoring Consumers had to monitor the What’s On Melbourne Instagram page to learn what items were being given away and the specific times and locations.
Parking Incentives To facilitate travel to the CBD, the program offered 25% off parking when pre-booked online or via the Wilson Parking app.
Comparative Analysis of Consumer Incentives
Both FOMO Freebies and FOMO Fridays represent a shift from traditional product sampling to "experiential marketing." Rather than mailing small samples of household goods or beauty products to consumers, the City of Melbourne is incentivising foot traffic and brand engagement through high-value experiences (theatre tickets, hotel stays) and immediate gratification (food and drink).
The source material regarding these campaigns is derived from social media posts (LinkedIn) and local lifestyle coverage (Secret Melbourne). While the campaigns were officially endorsed by the City of Melbourne, the specific details regarding availability and redemption processes rely on these secondary reporting channels.
FOMO Marketing Principles
The strategies employed by the City of Melbourne align with broader FOMO marketing principles, which utilise urgency and scarcity to boost engagement. FOMO marketing taps into the psychological desire to avoid missing out on rewarding experiences or opportunities.
Promoting Experiences One method of using FOMO tactics is to let users help promote the offering. Using user-generated content (UGC) allows visitors and potential customers to vicariously share in the experience of using products and services. Real proof from real people is often more compelling than advertising campaigns. For example, the social media hashtag #wayfairathome is used to aggregate UGC, which can then be integrated into a website using plugins to showcase an Instagram hashtag feed.
Offering Rewards for Early Decisions Giving a freebie is a common way to attract customers, but limiting that freebie increases effectiveness. Offline, this tactic is seen when stores offer a gift or special discount to the first 100 customers, often resulting in long queues. Online, similar tactics are used, such as offering a gift for the first 100 purchasers.
Core Tactics Common FOMO tactics include limited-time discounts, social proof (such as displaying the number of people who have signed up), and countdown timers. Effective use of FOMO builds excitement without misleading users, provided it is balanced with genuine value and prioritises customer experience.
Conclusion
The FOMO Freebies and FOMO Fridays campaigns demonstrate a sophisticated approach to city-led revitalisation, utilising high-value, time-sensitive giveaways to drive consumer behaviour. Unlike standard free sample programmes, these initiatives required physical presence and active monitoring of social media channels. The campaigns offered a wide array of incentives, ranging from theatre tickets and hotel stays to dining discounts and retail vouchers. By leveraging the principles of scarcity and urgency, the City of Melbourne successfully encouraged engagement with the CBD, highlighting a potential model for other urban centres seeking to stimulate local economies.