Impact of Cultural Engagement
Submitted by Phillip Djwa on April 2, 2007 - 8:14am.
Arts organizations, as mentioned, are very innovative in their very nature. Engaging audiences in this time and age require many different kinds of marketing approaches. One of the ones that we felt would be most successful would be to try and understand how we could use innovative cell phone technologies to attract and engage audiences.
One of the interesting things of this was using MetroCode to develop and deliver a number of different events using a form of talking posters. This was done because talking posters are fairly straightforward in terms of the technology required and seem to be a fairly easy sell to understand to any user. This was furthered by the evidence from the original arts project that MetroCode did with the Sculptural Biennale, where a user could, by inputting a specific MetroCode into their cell phone, receive information about a particular sculpture.
The events that we worked with MetroCode on were the Mint Records "Ridiculously Early Christmas Party", that was a successful endeavor in that audiences had an opportunity to dial in and hear a variety of different songs and excerpts from bands, as well as understand more about the event prior to its occurrence. This allowed a number of people to hear and get engaged into the potential event. One of the nice things about that particular one was the fact that the recording which was done by Nardwuar The Human Serviette, and he created an extremely engaging and exciting recording. The other talking posters that we did were for Coastal Jazz’s Winterruption Festival in February in the second window and Vancouver Opera, which was also in the second window. Coastal Jazz developed a series of informational, short, online MetroCodes to indicate the different musical opportunities that occurred during the festival of Winterruption in February 2007.
The last MetroCode project was the Vancouver Opera, where users had an opportunity to follow a bit of a story based on the Vancouver Opera production. The interesting aspect of this was that the story was broken up into smaller aspects so that a user could either by going to Vancouver Opera website or looking at different transit ad shelters could see the various aspects of the story and could get different aspects depending on which MetroCode they input. For PocketCINE, we targeted two groups. The first one, Options for Sexual Health, developed a short video based on the WontGetWeird.com campaign for sexual health in teenagers. This project resulted in several safer sex messages being delivered to cell phones that could be downloaded from a website. That project was innovative in its approach to allowing teenagers to access information in an alternate and fun manner that was not in any way constrained by being in front of a computer or in a sexual education workshop, or classroom. This allowed Options for Sexual Health to be innovative in its outreach to teenagers.
The second project was with The Tyee newspaper online. The Tyee is a progressive online newspaper that is rapidly becoming a focus of news in British Columbia. The opportunity with the Tyee, a not-for-profit society, was to work with them to engage their audience in different ways beyond the web. Therefore, they developed an innovative 3 minute appeal to membership to become a sustaining member of the organization. Again, this provides innovation in the ways in which people can approach their members using alternate technologies such as cell phones.
One of the interesting things of this was using MetroCode to develop and deliver a number of different events using a form of talking posters. This was done because talking posters are fairly straightforward in terms of the technology required and seem to be a fairly easy sell to understand to any user. This was furthered by the evidence from the original arts project that MetroCode did with the Sculptural Biennale, where a user could, by inputting a specific MetroCode into their cell phone, receive information about a particular sculpture.
The events that we worked with MetroCode on were the Mint Records "Ridiculously Early Christmas Party", that was a successful endeavor in that audiences had an opportunity to dial in and hear a variety of different songs and excerpts from bands, as well as understand more about the event prior to its occurrence. This allowed a number of people to hear and get engaged into the potential event. One of the nice things about that particular one was the fact that the recording which was done by Nardwuar The Human Serviette, and he created an extremely engaging and exciting recording. The other talking posters that we did were for Coastal Jazz’s Winterruption Festival in February in the second window and Vancouver Opera, which was also in the second window. Coastal Jazz developed a series of informational, short, online MetroCodes to indicate the different musical opportunities that occurred during the festival of Winterruption in February 2007.
The last MetroCode project was the Vancouver Opera, where users had an opportunity to follow a bit of a story based on the Vancouver Opera production. The interesting aspect of this was that the story was broken up into smaller aspects so that a user could either by going to Vancouver Opera website or looking at different transit ad shelters could see the various aspects of the story and could get different aspects depending on which MetroCode they input. For PocketCINE, we targeted two groups. The first one, Options for Sexual Health, developed a short video based on the WontGetWeird.com campaign for sexual health in teenagers. This project resulted in several safer sex messages being delivered to cell phones that could be downloaded from a website. That project was innovative in its approach to allowing teenagers to access information in an alternate and fun manner that was not in any way constrained by being in front of a computer or in a sexual education workshop, or classroom. This allowed Options for Sexual Health to be innovative in its outreach to teenagers.
The second project was with The Tyee newspaper online. The Tyee is a progressive online newspaper that is rapidly becoming a focus of news in British Columbia. The opportunity with the Tyee, a not-for-profit society, was to work with them to engage their audience in different ways beyond the web. Therefore, they developed an innovative 3 minute appeal to membership to become a sustaining member of the organization. Again, this provides innovation in the ways in which people can approach their members using alternate technologies such as cell phones.
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