Telekom Created a Fun Way to Promote the Budapest Festival Orchestra

By: Laura McQuarrie - Mar 22, 2016
References: creativeguerrillamarketing
In order to attract a younger demographic to its performances, the Budapest Festival Orchestra created a clever concert poster with help from its sponsor Telekom.

Hungary has a vibrant musical culture, but it's more classical concerts are seldom appreciated by young audiences. In order to remedy this using Telekom's own products, an interactive smartphone-controlled billboard advertisement was created. This advertisement had people use their phones in order to connect to an experience that would let them control the tempo of the music being played on the digital screen.

In its first week, more than 600 people on the street were intrigued enough by the advertisement to put themselves in the shoes of a composer. Following the interactive experience, people were eligible to redeem a discount code for a future Budapest Festival Orchestra performance.