On January 22, 2015 we took a look at how a New York Philharmonic (NYPhil) promo video on Facebook for their Bugs Bunny At The Symphony II show managed to go viral along with its impact on ticket sales. As a worthwhile follow-up, it is worth pointing out sales were so high, the NYPhil added an additional performance to the original three.
The show’s co-creator, George Daugherty, posted a note on his Facebook account announcing the additional show on 2/12/2015 and at the time this article was written, the original promo video has more than 5.1 million views and 100,000 shares.
If nothing else, this event certainly sets a new best case scenario benchmark in the ongoing debate over the value of social media marketing.
3 thoughts on “You Get An Extra Day To KILL DE WABBIT!”
“beast case scenario?” Neat turn of phrase! Probably a typo, but I’ll be happy to give you credit.
Shhh…be very quiet I’m hunting wabbits.
I think the NYP does a tremendous job with social media, effectively balancing the needs of both the Marketing and PR offices. They set the bar pretty high early on with the fake Twitter hack they staged to promote Janacek’s Cunning Little Vixen back in 2011 (I think). They’re Facebook feed is full of great content from their archives, excellent audio, and tons of Chris Lee’s fantastic images.
What’s interesting to me is that this is a pretty low-fi video (a static camera in the back of the house, with minimal editing, that’s it), and it’s got over 5M views and the post was shared over 107K times. Those are big numbers even for the NYP. Of course, content is king, and this concert is something everybody can enjoy.
But I think this shows that there are so few certainties with new media. You can spend a ton of time and resources on highly polished social media content, but there’s no guarantee it will generate more interest than something created more simply.
If you don’t mind me sharing an example of what I mean, we put together a very nice Veterans Day video last November — a no-brainer for a Washington, DC-based premier military band. We’re fortunate to have a talented videographer/filmmaker in the organization, so it looked great and didn’t cost us anything. The feedback was good, but it paled in comparison to a quick photo taken of one of our musicians performing in a snow-covered Arlington National Cemetery, which racked up 283K likes and was shared over 53K times.
New media is an important tool for connecting with and building audiences, but far from an exact science.