Liquid Interactive have been working with Major Brisbane Festivals since 2009, and during that time we’ve been able to achieve some fantastic results, and improved brand awareness for Brisbane Festival.
In 2010 the website was reskinned with the 2010 branding and the creative driver was to get people excited about the festival and create buzz about the festival and its events. The website was designed to be updated with information as the festival progressed.
Campaign Objectives:
- Create buzz and excitement around the festival and its events
- To simply an extensive amount of information into easily accessible formats
- Maximise ticket sales
Digital Campaign and Cross Platform Overview
A Website, iPhone Application, email marketing, specialised microsites, banner campaign, social media (Facebook, Twitter, Foursquare and YouTube channel) and an innovative offline interactive festival launch display.
All of the technologies were unique in the way they promoted the festival and engaged with people and they all worked seamlessly together with their own role in meeting the festival objectives and cross promotion of events.
Website
The website was designed to have an easy to use back-end CMS which allowed Brisbane Festival to insert and update information as the festival progressed. This was important because of the amount of information required over such a short time period.
The website front end was visually appealing with big images used to create excitement, promote the events, break up the copy and simplify information.
The usability could be easily grasped by users could easily navigate through the website with the categorisation of events and multiple search variables.
- Share functionality – users were able to invite friends to events & share information
- Personalised MyCalendar
- Save information for easy accessibility at a later date.
Brisbane Festival Launch 2010
The launch was used as an opportunity to create excitement and buzz around the Festival. The event was large scale to promote the Festival as being big.
Festival launch invite:
Projected animation onto 60 metre wall:
iPhone Application
A free iPhone App was developed for Brisbane Festival 2010 and was downloaded 6,067 times during the festival period.
The iPhone App communicated information in an easy to use, portable fashion and the iPhone features were utilised to enhance the information delivery:
- “What’s on today” guide
- “What’s on nearby” guide (Geocodes)
- Brisbane Festival Twitter feed
- Lucky dip
- MyCalendar
- 2010 festival programme
Testimonials
“Liquid Interactive’s contribution to Brisbane Festival’s marketing campaign helped the festival achieve its desired results. This included exceeding box office targets; high levels of awareness of the Festival amongst Brisbane audiences; broad media coverage reaching an audience over 113.5 million; interstate recognition as a cultural event in a cultural city and over 750,000 people engaged in the festival as audience members, community participants, artists and volunteers, creating a buzz across the city from the extraordinary launch event in July and throughout the entire festival season.” – Teresa Walters – Marketing Manager – Brisbane Festival 2010.
“The Brisbane Powerhouse crumbled to dust last night – or appeared to, courtesy of some technological wizardry. The launch of the 2010 Brisbane Festival program dazzled its audience of 1,000” – The Courier Mail – 9th July 2010
“…the Liquid team produced an extraordinary and huge projection for the exterior wall of the Brisbane Powerhouse for the Festival’s launch, which thrilled the 800-strong audience and set the vibe for an exciting festival season…The launch was officiated by The honourable Anna Bligh, MP Premier of Queensland and received positive media coverage” – Teresa Walers – Marketing Manager, Brisbane Festival 2010.
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