Case: Classical Speed Dates

December 20, 2018

Format title: Classical Speed Dates

Number of episodes: 4 + one teaser / promo

Platform: Facebook and website 

 

Goal: 

Increase traffic for the new classical music platform ‘MaestroMusic.today’ while promoting the Warner Classic catalogue. 

 

Format:


Episodes starts with short vox pops. People are asked if they ever listen to classical music. If the answer is a clear No, they are invited to have instant dates with the genre. Knowing nothing yet they enter a totally dark theater. When they push a giant red button the speed dating starts. A professional classical group performs a classical piece until the red button is pushed and then another group, featuring difference forces, plays a different piece, and then another, and so on. Will our classical newbies find love?!

 

Call To Action:


“Go to the website and date yourself...” Warner Music made a playlist so everyone, even those with no interest in the genre before, could try out all kinds of classical music.

 

  • 1.000.000 views + big interaction record  

  • Multiple cross posts by big brands and online channels in Holland, such as The Amsterdam ConcertGebouw

  • Lots of (music and high) schools copied the format and started doing it themselves

  • Tinder for music

 

 

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