National Ballet using brilliant viral promo

It was tough to top last year's clever 'Where's the ballerina' initiative, but they've done it.

The National Ballet of Canada has again mixed culture with interactive communication strategy to produce an elegant online campaign and contest for its November run of West Side Story Suite.

The viral promotional piece is reminiscent of last year’s very successful ‘Where’s the ballerina?’ video contest in that it uses an interactive platform to connect with consumers, explains Simon Conlin, media director for Toronto-based MISC, which shot and produced the video in collaboration with a National Ballet team. He tells MiC the aim of the video – in which West Side Story cast members dance in different doorways – is to ‘produce something fun and memorable, but also swift and concise to retain impact and excitement.’

Online contestants hoping to win tickets to the production are being asked to identify five dancers and answer questions about them. The more times they interact with the dancers – and the more people they encourage to enter the site – the more chances of winning they rack up.

Conlin adds that the promotion ‘gives a small taste of what’s in store at the performance, and doubles as a guide to educate viewers on the correlation between the characters of West Side Story and Shakespeare’s Romeo and Juliet.

Details about an upcoming ad campaign referencing the contest were still under wraps by MiC‘s deadline, but it will include posters, print and radio spots and OOH.