Telekom Created a Fun Way to Promote the Budapest Festival Orchestra
Laura McQuarrie — March 22, 2016 — Tech
References: creativeguerrillamarketing
In order to attract a younger demographic to its performances, the Budapest Festival Orchestra created a clever concert poster with help from its sponsor Telekom.
Hungary has a vibrant musical culture, but it's more classical concerts are seldom appreciated by young audiences. In order to remedy this using Telekom's own products, an interactive smartphone-controlled billboard advertisement was created. This advertisement had people use their phones in order to connect to an experience that would let them control the tempo of the music being played on the digital screen.
In its first week, more than 600 people on the street were intrigued enough by the advertisement to put themselves in the shoes of a composer. Following the interactive experience, people were eligible to redeem a discount code for a future Budapest Festival Orchestra performance.
Hungary has a vibrant musical culture, but it's more classical concerts are seldom appreciated by young audiences. In order to remedy this using Telekom's own products, an interactive smartphone-controlled billboard advertisement was created. This advertisement had people use their phones in order to connect to an experience that would let them control the tempo of the music being played on the digital screen.
In its first week, more than 600 people on the street were intrigued enough by the advertisement to put themselves in the shoes of a composer. Following the interactive experience, people were eligible to redeem a discount code for a future Budapest Festival Orchestra performance.
Trend Themes
1. Interactive Advertising - Creating interactive ads using mobile phones to engage younger audiences in classical music performances.
2. Gamification of Music - Using digital experiences to create a gaming-like environment for people to interact with live music in new ways.
3. Integration of Sponsor Products - Leveraging sponsor products to create interactive ads that promote musical performances and engage younger audiences.
Industry Implications
1. Music - Music industry can innovate through creating interactive musical experiences using mobile phones and digital platforms.
2. Advertising - The advertising industry can use the concept of gamification in advertisements to create more effective and engaging ads.
3. Technology - The technology sector can integrate their products with sponsor brands, such as mobile phones, to create innovative interactive experiences.
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