Ballerina escapes highbrow confinement, goes viral

Even though its art form is long in the tooth, the National Ballet of Canada is proving it's nimble enough to leverage today's hottest promo techniques.

To create excitement about the Nov. 9 premiere of Sleeping Beauty at Toronto’s new Four Seasons Centre, the National Ballet of Canada has come up with a viral-heavy online contest dubbed ‘Where is the Ballerina?’

To prepare classy clips for a Flash Video presentation, ballerina Sophie Letendre was filmed dancing to the Sleeping Beauty score at familiar Toronto landmarks including Union Station, the CN Tower, Osgoode Hall, Trinity Bellwoods Park and the Don Valley Golf Course. Contestants logged on to enter their guesses about where her tutu was floating during the current week of the four-week contest. Then they increased both the WOM, and their chances of winning tickets to the gala opening night, by referring as many friends as they could to the contest.

The initiative was conceived in collaboration with, and executed by, Toronto’s Epiculture interactive specialist, whose spokesman, Simon Conlin, says ‘The looks of surprise and bewilderment on the faces of local residents and tourists as they watched the ballerina dance around them in the street was amazing.’