April 28th saw the biggest night in London theatre with the Olivier Awards 2013 and Laughing Buddha was on hand to help Society of London Theatre deliver their biggest and most exciting digital campaign to date. Our biggest challenge was not just raising the profile of the prestigious awards ceremony and the broadcast of highlights on ITV after a 10 year absence on television but to also cultivate a distinctive voice and legacy of content which theatre lovers and the industry alike could relate to and participate with leading up to awards.
Our five month campaign celebrated ‘the best of London theatre’ involved working with SOLT’s digital team to deliver a strategy which included: Q&A Videos with this year’s nominees, exclusive Instagram Photo Diaries from host Michael Xavier and Bodyguard The Musical star and Olivier Award Nominee Debbie Kurup, an exclusive Twinterview with Glee and Wicked star, Idina Menzel, online Fun & Games to download and our Live-Streaming Wall celebrating the best of London theatre pulling photos across Twitter, Instagram, Tumblr and videos from YouTube leading up to and on the night itself, giving the online community an exclusive look behind-the-scenes, on the red carpet and allow people at home to join the celebrations too. A number of weekly online competitions via the Photo Wall with official partners also helped the Oliviers reach out to a wider audience beyond the West End.
It may have been hard to secure an invite to this Royal Opera House event but the campaign reached out to over 128 million followers on Twitter with the official hashtag #Oliviers featuring in the Top 5 Trends in the UK for 48 hours on the night. Facebook doubled it’s number of Fan Page Likes with an average reach of 3 million people every day on Facebook. Our online coverage of Idina Menzel’s appearance on the red carpet and performance also helped her online profile trend worldwide on the big night.
“We wanted to bring people together and to the forefront of our digital campaign and give people the opportunity to show what London theatre means to them, as everyone can relate to that whether you’re a nominee, a hardcore Wicked fan, lover of live entertainment or work within the industry. Focusing on awards, red carpet glamour and big names are great and glamorous but also finite when you’re trying to build long-term awareness and social content to a public event. We delivered a strategy which will work for the Olivier Awards not for just one day, but for the rest of the year and hopefully beyond.”
The Olivier Awards Highlights are available to watch on ITVPlayer until May 28.