The Devil wants to be your friend
Issue 20 | September 2011
Agency
BCM
Creative Team
Creative Directors: Marco Eychenne; Art Director: Steve Schollum, Marco Eychenne; Copywriter: Deb Enright
Production Team
Interactive Designer: Steve Mair; Interactive Developers: Som Meaden, Aaron Lepik
Other Credits
Agency Partner: Paul Cornwell; Group Account Director: Lisa Neighbour; Account Co-ordinator: Mathilde Dujardin; Head of Interactive Strategy: Nathan Bush; Interactive Strategist/Social Media: Scott Esdaile; SEM Specialist: Emmeline Dorsey
Date
May 2011
Background
ACT ONE: THE DRAMA
Originally created by 15th Century poet and writer Christopher Marlowe, the play Faustus is based on a character who sells his soul to the Devil in exchange for limitless knowledge, power and pleasure.
Given the range of entertainment options available to them, how could a theatre company, perceived as old-fashioned, interest a young target audience in a four-hundred year-old story?
Idea
ACT TWO: THE DEAL WITH THE DEVIL
The devil was sent down to Facebook and people invited to become his friends. Fans were invited to sell their souls (or something else dear to their hearts) for a chance to win tickets to the opening night of ‘Faustus’.
The prize included a date with the devil himself, acclaimed Australian actor John Bell.
Results
ACT THREE: THE CONSEQUENCES:
Queensland Theatre Company’s Facebook fan base increased by 66%.
6,666 tickets were sold in 6 weeks.
$66,666 worth of free publicity was generated through the campaign idea - doubling the campaign media budget and lifting Queensland Theatre Company's profile and reputation with a younger, edgier audience.
Return on Investment: 666%.
Our Thoughts
I’m not sure the results figures are entirely honest, but then the devil did have a hand in it!
I really like the use of Facebook as a platform to make Faustus relevant and appealing to people who have probably never heard of brilliant but brawling Marlowe. The agency was helped by the story itself, which still fascinates.
Intriguing that in a secular, godless society the devil still holds a certain amount of kudos.