Challenge
How do we drive UK ticket sales for the 2018 André Rieu Maastricht cinema event, creating fresh excitement and interaction around a yearly event from an established superfan community?
Response
We developed a holistic content and paid media strategy that allowed us to directly interact with existing and potential André Rieu fans via the social channels with which they actively engaged. We created interactive content that appealed to the audience’s emotional connection to André and his music.
We focused on bringing to life the cinema experience and showcasing how the cinema event was an essential experience for all fans. We applied the latest social technology to engage the audience:
- Applying new-to-the-market augmented reality (AR) technology, we designed and built a bespoke André Rieu Facebook filter for fans to interact with and share.
- Utilising channel insights, we created a bespoke Facebook messenger app, allowing the audience to directly engage via an interactive trivia quiz, which included bespoke gifs of André.
- Identifying an opportunity to drive positive sentiment, we built a custom app that allowed fans globally to share a personal dedication of Amore. This generated 1,594 dedications globally, from which André read aloud during his Maastricht concert.
We supported elevated moments with bespoke social content across a sustained period, which promoted the cinema message alongside creating excitement from the audience. This included Facebook Live content with André Rieu, animated carousels and Instagram Story content.
Results
Our continued collaboration with André Rieu and Piece of Magic Entertainment will continue with the support of the subsequent André Rieu New Year concert.
