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May 2012
Victoria Doidge
vdoidge@sydneyoperahouse.com
SOCIAL
Performing
Arts
MOBILE
VIDEO
SOCIAL
SOCIAL
SOCIAL
SOCIAL
there is nothing on this earth more to be prized than true friendship. thomas aquinas
11.5m users
Half on mobile
7 hours per month (3 times that of the States)
Social impressions = 34 x s friends
1:9:90 rule
116% trafc growth
140% revenue growth
VIDEO
VIDEO
VIDEO
VIDEO
YOUTUBE CHANNELS
SUFJAN STEVENS GOTYE U2 BERLIN PHILHARMONIC ORCHESTRA KATIE NOONAN LOU REED SYDNEY SYMPHONY OPERA AUSTRALIA THE AUSTRALIAN BALLET JOHN CLEESE JOHN MALKOVICH SIR IAN MCKELLEN REG MOMBASSA SHAUN TAN BRIAN ENO
Takes a landmark so familiar one would think it hard to present it in a way that might actually force reappraisal. But it manages to deliver a beautiful lm. It showcases the building, the diversity of its content and the spirit of Sydney, maybe even Australia, in a way that moves you . . .
-Anthony Freedman, Chairman Communications Council, Sydney Morning Herald, August 12 2011
I love the Sydney Opera House. Not just a national icon but a symbol of what it takes to realise a grand creative vision. A struggle and a refusal to compromise. To me there s a true depth of emotion to this beautiful valentine. The Ship Song itself, opening with Neil Finn it s just everyone involved doing their job really, really well Nancy Hartley, SapientNitro, Campaign Brief, July / August 2011
Ship Song from Sydney Opera House. It s a song, a piece of viral content and an ad all rolled seamlessly together. Ian Perrin Zenith Optimedia CEO,The Australian, October 24, 2011
We made a short lm, an audio track, an outdoor photographic exhibition, a documentary, a YouTube channel, a TVC and a cinema campaign
- 300k channel views on YouTube
- Documentary aired on Foxtel and Qantas In-ight
- High rotation on Music Max, ABC Radio
- Top 60 ITunes chart
- News coverage on all free to air TV and major press
- Ministry of Sound Compilation
We touched millions reach and sentiment couldn t be better
Awarded best AD Campaign B&T Awards, Best Idea Creative Magazine, Top Ten Ad Campaigns Ad News, Nominated Cannes
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MOBILE
MOBILE
MOBILE
MOBILE
APPS
Wallet
Social
Gamication
Mobile Web
Advertising
Content
Check-Ins
We have seen just the beginning of the shift to social media. Social news curation will soon be mainstream, in which possibly the majority of people select their news, video, or audio consumption through the collective opinions of their personal networks, rather than going to individual media outlets. While we are hardly going to see the death of passive media, an increasing proportion of media consumption will involve sharing and conversation with friends and peers . Ross Dawson
DIRECT
SOCIAL
MOBILE
VIDEO
OWN MEDIA
PAID MEDIA
INTEGRATION
STORY TELLING
ENGAGEMENT NOT VIEWS
RESULTS NOT LIKES
TRANSMEDIA / 360
Thanks . . .
vdoidge@sydneyoperahouse.com