Vodafone Film, Digital Undercloud & Vodafone: Facebook's First Theatre Play by Propaganda

Adsarchive » Film , Digital » Vodafone » Undercloud & Vodafone: Facebook's First Theatre Play

Undercloud & Vodafone: Facebook's First Theatre Play

Pin to Collection
Add a note
Industry Public awareness
Media Film, Digital, Interactive & Mobile
Market Romania
Agency Propaganda
Released December 2010


Golden Drum 2011
Digital Social network & community Golden Drum

Credits & Description

Product and services category:
Facebook's First Theatre Play
Brand name:
Undercloud & Vodafone
Advertising agency, city:
Propaganda, Bucharest
Art director:
Mihai Gheorghe
Daniel Dobrin
Creative director:
Bogdan Moraru, Costin Milu
Project manager:
Dragos Musat, Alex Marinescu

Other credits:
Corina Iovan, Matei Tugui, Andrei Andreescu

Creative idea explanation:
Undercloud is an independent theatre festival, taking place between 29th of August and 10th of September, at LaMuse Theatre, Bucharest.Brief:Getting LaMuse full for each representation, getting people eager to experiment contemporary theatre.Solution:With Facebook being the medium most used and most relevant to the youth, the main target of this independent theatre, we thought of a dedicated teaser campaign. This led to our experiment: FACEBOOK'S FIRST THEATRE PLAY. We designed an application that recreates the usual facebook interface. The actors from the original play performed live using the facebook interface from the theatre stage, two hours before the actual play. Users connected to the application could see their performance live.Results:In just four days from the play 600 people reserved a place for the play, the event was promoted on over 100 sites and blogs, including press agencies (Mediafax). The official Vodafone facebook page gained over 700 fans, more than 2000 people used the application, and what they posted was viewed by a total of 77356 facebook users! The event had 941 active users using the application on its launching day, and all the tickets for the opening play were sold out!