Digital Promotion for Innovative Music Project
Viper Case Study
The Brief
The Local Journeys team had won a grant to run a unique project that would combine music, interactive technology, students from a local school and a protected landscape.
They asked Viper develop an audience. Specifically they needed to introduce people to new technology, introduce people to Dolebury Warren in the Mendip Hills Area of Outstanding Natural Beauty and get people to spread the mp3 versions of the music to friends and family.
The project took students from a nearby secondary school to Dolebury Warren, a prominent part of the limestone ridge on the Mendip Hills. They chose a location on the hill to act as inspiration for an individual piece of music they would compose for it. Duncan Speakman, a renowned composer from Bristol would work with them. The piece of music was then converted to an electronic mp3 file and ‘tagged’ with grid references to the exact spot that inspired it. People could then walk the hill and listen to the music change as they moved from one spot to another.
The Solution
We created two audience plans based on people who were ‘convinced’ with the technology and comfortable using it, and the ‘unconvinced’, those who would be attracted to the project by the landscape and local connections.
This clear definition showed us how we had to use images of people using the handheld computers along with the students actually working on and around the hill. Simple tools like this should speak to the convinced and the unconvinced.
An e-newsletter was created to keep people up-to-date through a medium that supported the theme of electronic communications. It meant we could connect people to the website where the mp3 files are, to wider information about the area and to other digital media. We managed the Local Journeys Twitter account for the duration of the project and created a short video for YouTube that showcased the music and project.
Press releases were also used to ensure the really ‘unconvinced’ came across the project.
The Result
The e-newsletter proved a more valuable tool than expected. A far more flexible tool than any printed media. Email addresses can be added at any point, apologies for the cancellation of a public event could be sent out and the analytics linked to the system could show how it was being used. For example each enewsletter was opened on average 3 times, with a spike of interest the day it was sent and then tailing off over 2 weeks.
The real moral of the story is the connectivity of the digital media used to promote the project, mixed with the ability to monitor the impact - you can see the number of times the video has been watched, how many Twitter followers you have and how many times the e-newsletter has been opened. Printed, traditional media played a part in raising awareness but analysing the ‘return on investment’ is difficult to say the least.
If you'd like to listen to the Music on Mendip click here
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