Case Study:
The Oakland Symphony
CLIENT: The Oakland Symphony
BRIEF: Relaunch OakSym on Twitter through mission-driven, live coverage of Maestro Michael Morgan and The Oakland Symphony's pre-concert preparation for Leonard Bernstein's "West Side Story" performance. Effectively showcase the symphony's unique, behind-the-scenes brand experience, initiating new levels of live, real-time public engagement via #OakSymWSS.
APPROACH: In collaboration with OakSym's Marketing Director, BSPOKE developed a timetable of critical, time-sensitive cues, which included storyboarding essential interviews, video captures and still photos that powerfully transmit the #OakSymWSS experience. Focus was placed on paying homage to composer Leonard Bernstein, his protegé Michael Morgan, guest artists, performers, staff and audience members. In addition to traditional "live tweets", BSPOKE recommended the use of Instagram stories, live video and photos as a dynamic, high-impact content creation tool for use on the @OakSym Twitter feed.
RESULTS: Highest-ever levels of real-time reach and engagement for a live event on Oakland Symphony's Twitter account (as of May 2019). Successful social media capture of the real-time, backstage Oakland Symphony brand experience, also a first for this company (i.e. complex processes of a world-class performing arts organization, including critical Maestro Morgan and artist interviews, respectively). Unprecedented levels of real-time engagement with concert attendees at the Paramount Theatre. BSPOKE demonstrated high-level, arts organization brand voice/tone and best practices as a model for ongoing development. Post-event reporting included Twitter analytics and insights, as well as recommendations for future, mission-based Twitter coverage to support sales, public relations, advertising and marketing efforts.
