@I_LOVEFESTIVALS
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Festivals and Creative Industries: Digital Marketing Strategy Overview and Notes 2010/2011
Introduction
I wrote this 40+ page document in February/March 2011 as a way to keep up to date with the latest (at the time!) digital activity that key festivals and cultural institutions in Australia and around the world have been undertaking at the time. Based on available public information, you can see what the key findings were under Overall Findings. I also decided to publish this document as it is an interesting ‘timevault’ as to what these organisations have been up to at the time and also how far they have improved since 2010/2011!
I am in the process of creating one for 2011/2012, however with the quick pace of social media, consumerisation of digital technologies and the constant pace of change in this industry, I decided to set up a blog here which touches on the more high-tech, emerging side of digital with major events and festivals.
If you have any questions feel free to email me at hannah@suarez.id.au
Samples:
Sydney Festival
Melbourne International Arts Festival
Perth International Arts Festival
Adelaide Festival
Edinburgh International Arts Festival
Carriageworks
Queensland Art Gallery / Gallery of Modern Art
Vancouver Opera
Raindance
Southbank Centre (London)
Metropolitan Opera
Brooklyn MuseumFocus Areas:
Website Description & Design
EDM Campaigns
Microsite promotions
Online Sponsorship/Partnership
Strategy on Social Networking Sites (ie Facebook)
Strategy on Microblogging and Blogging Sites (ie Twitter, Wordpress)
Strategy on Geomarketing / Geolocation services (ie Foursquare)
Strategy for online video and broadcasting services/channels (ie YouTube)
Mobile Marketing and/or Advertising Promotions and Strategy
Mobile Applications, Widgets and Websites (ie iPhone apps)
Other Online Strategy
Cross-Platform or Integrated Campaigns between Offline and Online
Online Marketing and Communications Human Resources -
Mixed A/V performances @ Mapping Festival 2011
Featuring:
RECOIL PERFORMANCE GROUP with ‘Body Naviguation‘ : two dancers and their digital reproduction are the scenographic frame of this humorous and emotional portrait of human relations.
TRANSFORMA & YRO with ‘Asynthome‘ : the stage is turned into an experimental laboratory where three players, or operators, manipulate objects such as light boxes, interactive sculptures or cameras.
VJ FADER / ADRIAN SIERRA GARCIA / AYA IRIZUKI / ELSEE DALL’AVA / TILMAN PORSCHUETZ with ‘Impermanent synchronic‘ : audiovisual & experimental performance that uses synergy to explore the rhythm hidden within a human body.
LEGOMAN & STRAY DOGS with ‘Intangibles States‘ : scenography in which a multitude of projection surfaces are placed in such a way that musicians, visuals and light are fully integrated into the performance space.
IDUUN with ‘Kadâmbini‘ : handlebar mustache and aviator glasses screwed on his head, Kadâmbini is ready for the most incredible journey of his life : a journey made of nonsense, absurdity and manipulation, built of loops, lights and reversed situations.
CAGOULE with ‘Inhabitants‘ : unique fusion of live contemporary dance performance, sound and film – a theatrical experience to indulge the senses.
THE ERASERS with ‘Shot‘ : performance using cinema, improvised music, performances and the Internet as means of expression and social insurgence.
Video credits :
Camera: Jerome Monnot,Vania Jaikin Miyazaki
Video assistants: Camille Dedieu, Linda Cavaliero
Editing: Jerome Monnot -
Mirabile Visu is an augmented reality art installation developed for the Soundwave music festival, 2012 edition. The festival takes place in five Australian capitals (Brisbane, Sydney, Melbourne, Adelaide and Perth).
The artwork provides audiences with the experience of being in a cartoonish version of the Roman Colosseum, placed on top of the main stages. Exposed to the continuous hammering of metal music, the stadium eventually collapses into ruins by the end of the festival.You can read more about how to set this up here.
Concept, design and implementation: Luke Hespanhol for Soundwave 2012. All rights reserved. -
T in the Park music festival unveils 2012 line-up with augmented reality platform
In a music festival first, organisers of T in the Park have unveiled the line-up for the Scottish festival via Aurasma, an augmented reality platform ‘bringing the event to virtual life’.
Fans were invited to discover the line-up for the festival by first downloading the free Aurasma app, before pointing their smartphones at a series of posters across Scotland, and press ads throughout UK.
They could then watch the festival ad image melt away revealing a video announcing this year’s acts, including Stone Roses, Florence and The Machine and Noel Gallagher’s High Flying Birds in a different dimension. At the end of the video, fans were invited to share and to comment directly on the event’s Facebook page.
The concept aims to bring fans closer to the festival by giving them an experience through their iPhones and tablets and building the appetite for the event this summer.
Lisa Maule, marketing and communications director at festival promoters DF Concerts said: “The development of social media and new technology means that the music fan’s appetite for consuming music and information has changed. In a way, festivals and other brands have to begin thinking like media owners recognising that fans now expect us to engage directly with them in a two-way conversation.
“By using Aurasma to unveil the line-up, we’re enabling fans to discover, download, share and discuss – all from their smartphones.”
Martina King, managing director of Aurasma said: “We are excited to announce T in the Park as the first music festival to use Aurasma to augment their print advertising. For the first time ever, fans of T in the Park will simply have to point their Aurasma enabled phones at posters advertising the event to discover the line-up play at the internationally renowned event.
“It is brilliant to see Aurasma being used to create an entirely new and fun way of talking to music lovers the line-up for a festival.”
The Aurasma-enabled video was used in conjunction with traditional media announcements, radio alerts and the launch of a series of Twinterviews on @tinthepark - beginning with Festival Director, Geoff Ellis and George Kyle, Head of Sponsorship at founding partner Tennent’s Lager today at 1.30pm.
Tickets for T in the Park go on sale on Wednesday March 29 at 9am. In its 19th year, the festival will take place on July 6-8 2012 with over 200 artists performing across 9 stage over 3 days.
Source: Music Week
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Too often we don’t include how the younger generation (Generation Z and younger) could be interacting with social and digital media at events. Discover Explore is a game initiated by Discovering Places which is London 2012’s Cultural Olympiad campaign aimed to inspire communities across the UK to discover their local environment.
DISCOVER EXPLORE is an exciting new game that enables you to discover ‘fun’-tastic locations throughout the Great Glen, complete daredevil missions, reveal hidden stories and win super duper badges! Get ready to become an expert explorer – soon you’ll be able to download your missions and head off on adventures along the Great Glen. Take part here.
Discovering Places is delivered in partnership between The Heritage Alliance and London 2012 Cultural Olympiad.
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Oscars 2012 Digital and Social Buzz
I won’t recap what has already been observed by many so here’s a few links. I’ll update when I come across links to articles that I recommend.
Search Engine Journal: The Academy Awards of Social Media Strategy
Oscars 2012: Miso, GetGlue and Other Social TV Apps Take Aim
Oscars 2012: A hit on social media
Oscars 2012: How the social buzz stacks up
Could Social Media Predict This Year’s Oscar’s Winners [Update: Pretty Much!]
Three Lessons from Social Media Buzz Around the Oscars
