Peephole Preview
Melbourne Theatre Company
Issue 37 | December 2015
Agency
DDB Melbourne
Creative Team
Chief Creative Officer Darren Spiller Executive Creative Director Simon Bagnasco Art Director Anna Stickley Copy Writer Sophie Beard Planning Director Tom Hyde Managing Director Dion Appel Account Executive Blair Panozza
Production Team
Head of Onscreen Simon Thomas Senior Onscreen Producer Tuesday Picken Assistant Genevieve O’Shea DOP Grantley Smith, Simon Walsh Editor Marissa Brain Head of Experiential Ben Barratt-Boyes Senior Producer Holly O’Connell Production Manager Denis Bernar Special Mention Josh Cameron, Hero Rockstar
Date
June 2015
Background
The Melbourne Theatre Company wanted to promote their latest production, 'Birdland' – a play about a rock star and his excessive, often nihilistic existence in hotel rooms. With an audience base of mostly older patrons, the MTC needed to connect with a new, younger audience. However, there was no budget for traditional media. So, instead, intriguing invitations were sent directly to a select group of influencers, inviting them to experience a preview like no other – the Peephole Preview.
Idea
The challenge was to convince a younger demographic that a very traditional theatre company like the MTC could put on a play as edgy as 'Birdland'.
If they heard from people they admired and respected, then that was the job done.
11 influencers from Melbourne, ranging from fashion bloggers to musicians, were sent a key to a room at the Intercontinental Hotel in the city with a time and a date.
Behind three hotel doors, three scenes from the play were recreated, giving viewers a glimpse of the dark world of 'Birdland' through the peephole.
To do this each room had to be fitted out with a new door, custom-built with a magnetic iPhone lens in place of the peephole. To see the debauchery within, the influencers had to attach their smartphones to the peephole.
The preview and the unique moments they captured were shared instantly on social platforms using #peepholepreview and #MTCbirdland.
Results
In one night, using only 11 influencers, 450,000 people were reached and the Melbourne Theatre Company was introduced to a whole new audience. 90% of those who saw and shared the Peephole Preview were under 30, which helped drive a 150% increase in youth ticket sales. The Peephole Preview gave the Melbourne Theatre Company a voice on social media, and with 100% positive feedback online, increased their awareness among a younger demographic.
Our Thoughts
Trying to put campaigns like this into a category is getting harder and harder. Is this DM – the influencers all got sent a room key and invitation to the intercontinental. Or is it OOH, because it certainly wasn’t a commercial in the strictest sense of the word. Or was it digital because it relied on the bloggers and vloggers using their smartphones to both see and record the action inside? I give up.
Matt calls it “interesting”, I call it clever. Influencers will only use their influence if they are paid whacking amounts of money or if they get some kudos from their followers for sharing something cool. Which this is.