A LIVE PLAY ON FACEBOOK by Jung Von Matt/Alster Hamburg for MAXIM GORKI THEATRE

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A LIVE PLAY ON FACEBOOK

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Industry Cinemas, Theatres & Concert Halls
Media Print, Magazine & Newspaper
Market Germany
Agency Jung Von Matt/Alster Hamburg
Director Fabian Bernhard
Executive Creative Director Mathias Stiller, Till Eckel
Creative Director Peter Gocht, Christian Kroll
Art Director Christian Kies
Copywriter Patrick Klebba
Designer Christian Kies, Franziska Krueger
Editor Sascha Gerlach, Perisade Mashayekhi-Nezamabadi, Erik Dornblut
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best use of Social Media Marketing in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: MAXIM GORKI THEATRE BERLIN
Product/Service: EFFI BRIEST 2.0
Agency: JUNG von MATT Hamburg, GERMANY
Advertiser MAXIM GORKI THEATRE BERLIN
Product EFFI BRIEST 2.0
Entrant JUNG von MATT Hamburg, GERMANY
Type of Entry: Use of Promo & Activation
Category: Best use of Social Media Marketing in a Promotional Campaign
Title: A LIVE PLAY ON FACEBOOK
Advertiser/Client: MAXIM GORKI THEATRE BERLIN
Product/Service: EFFI BRIEST 2.0
Entrant Company: JUNG von MATT Hamburg, GERMANY
DM/Advertising Agency: JUNG von MATT Hamburg, GERMANY

Executive Creative Director: Mathias Stiller (Jung von Matt)
Executive Creative Director: Till Eckel (Jung von Matt)
Creative Director: Christian Kroll (Jung von Matt)
Creative Director: Peter Gocht (Jung von Matt)
Art Director: Christian Kies (Jung von Matt)
Copywriter: Patrick Klebba (Jung von Matt)
Editor: Sascha Gerlach (Jung von Matt)
Agency Producer: Julia Cramer (Jung von Matt)
Designer: Christian Kies (Jung von Matt)
Designer: Franziska Krueger (Jung von Matt)
Account Manager: Alexandra Coenen (Jung von Matt)
Public Relations: Rebecca Rasem (Maxim Gorki Theatre Berlin)
Head Of Marketing: Claudia Nola (Maxim Gorki Theatre Berlin)
Editor: Perisade Mashayekhi-Nezamabadi (Jung von Matt)
Editor: Erik Dornblut (Jung von Matt)
Voice Over: Ian Wood ()
Cinematographer: Ali Jamshidi/John Freigang/Fabian Bettinger ()
Production Company: Tony Petersen Film ()
Post Production: NHB Studios Berlin ()
Director: Fabian Bernhard ()

Describe the brief from the client
Nowadays young people would rather go online than to the theatre. We wanted to change that for our client, the Maxim Gorki Theatre Berlin, with an innovative and outstanding promotion to appeal to a young and new target group for the classical theatre.




Describe the creative solution to the brief/objective.



For the premiere of the classical play ‘Effi Briest’ at the Maxim Gorki Theatre Berlin, we received the original script and rewrote it using all the Facebook options available.
The next step was setting up the Facebook group page as the online stage and the Facebook profiles for all characters (15 in total). We began rehearsing the Facebook play at the same time, we started attracting viewers with teaser videos and a user casting. On January 9th at exactly 8 p.m. it was Curtains up! for the first live play on Facebook.




Describe the results in as much detail as possible.



With a total of over 1,500 interactions, more than 1,400 viewers supported our play. The performance was enthusiastically (and digitally) applauded by the audience, which immediately demanded an encore! Also the on- and offline critics celebrated the performance with national news coverage (Spiegel Online, Tagesspiegel, e.g.) and international news coverage (Shanghai Daily, L.A. Times, Mashable, etc.).
‘The first live play on Facebook’ reached more than a hundred thousand Google results, Tweets and shares within only a few days, leading to the biggest media buzz the theatre had ever experienced. Consequently, the following theatre performances were all sold out.




The brief was to attract a young target audience which is not familiar with classical theatre. As this young target audience has a strong affection for social media, we decided to use Facebook not only as a communication tool, but also for the first time ever as a stage. Doing so, we achieved an entertaining and unique merge of social media and classical theatre.