The story behind the social media campaign for Dutch violinist and conductor André Rieu 'Amore'

As The King Of Waltz, André Rieu - the famous Dutch conductor - makes event cinema history this summer with a record breaking £1.66 Million take at the UK & Ireland Box office, Influence Digital explains how their social media campaign helped foster the deep connection and sense of community felt between André and his legion of online superfans.

Campaign

Working in collaboration with Piece of Magic Entertainment, Influence Digital were tasked with creating a bespoke digital media campaign, with the ultimate aim of driving ticket sales for the 2018 André Rieu Maastricht cinema event. With a focus on UK/IE cinema-goers, the digital campaign needed to generate excitement and interaction from an established superfan community, in addition to reaching and engaging new audiences.

Approach

Influence applied, what is for them, their tried-and-tested holistic approach to this brief, creating a bespoke content and paid media strategy to inspire interaction and advocacy with existing and potential André Rieu fans. By first identifying the key ways in which the audience actively engaged with the existing social channels, they were able to create interactive content that appealed to the audience’s emotional connection with André and his music.

Social-first content

The content focused on bringing the cinema experience to life, showcasing how the cinema event was an essential experience for all fans. Influence Digital applied the latest social technology to engage the audience:

Applying new-to-the-market augmented reality (AR) technology, Influence Digital designed and built a bespoke André Rieu Facebook filter for fans to interact with and share.

Utilising channel insights, Influence Digital created a bespoke Facebook messenger app, which allowed the audience to directly engage via an interactive trivia quiz, which included bespoke GIFs of André.

Identifying an opportunity to drive positive sentiment, Influence Digital built a custom app which encouraged fans globally to share a personal dedication of ‘Amore’. This generated 1,594 bespoke fan dedications globally. The campaign drove a further connection with André and his community, as André read aloud selected dedications during his Maastricht concert, enabling a fully integrated experience.

Although selling tickets was the ultimate goal, it was crucial that throughout the campaign the high level of engagement and advocacy was sustained. Bespoke social content supported the elevated moments across a prolonged campaign period. These content pieces drove and promoted the cinema message while simultaneously creating excitement from the audience. This included broadcasting Facebook Live content with André Rieu, animated carousels and Instagram Story content, all of which contributed to the global reach and engagement of the campaign.

Results

André Rieu’s 2018 Maastricht concert is the biggest cinema concert event of all time, with a recorded £1.66 Million at the UK and Ireland Box Office.

During the six month social campaign Influence Digital contributed to a global following increase of 16%, with globally over 1,594 dedications of amore shared and 3,858 interactions with the bespoke André Rieu filter.

Caspar Nadaud, CEO of Piece of Magic Entertainment commented: “We are very happy with the innovative social campaign that Influence Digital created for the 2018 Amore theatrical campaign. We believe that Influence Digital's approach to paid media and social content contributed the high level of engagement, audience growth and ultimately the record breaking box office results we achieved. We are looking forward to continuing our collaboration with Influence Digital for André’s next cinema campaign for New Year from Sydney in 2019”.

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