Vanilla Skype: The first theatre play with an audience casting

Vanilla Skype, a Romanian experimentalist play, held an online casting call for its audience in order to encourage ticket purchases for its ten performances in Romania.

Objectives and strategy

Objectives:

  • Generate awareness: +50 articles & 20 social media posts on the play, + 70 articles on the tour;
  • +150,000 views on the videos that promote the play in social media;
  • Involve +10 KOLs;
  • Ensure + 100 tickets to each representation via the online mechanism and have the theatre halls occupied +80% during the tour.

We focused our research on how to better understand what could determine millennials to access cultural content, especially in theatre. Main challenges:

  1. The huge quantity of information available on social networks;
  2. The messages should be in their own context to be organically...

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