The Morning Line is a unique art structure - 8 meter high and 20 meter long, built of 20 tons of aluminum. And it contains one of the best sound systems in the world. From May to November 2011 Thyssen-Bornemisza Art Contemporary (T-B A21) presents this installation as its most ambitious local project to date in Vienna. An installation that served as Sound Pavillon for a 4 day electronica festival during the opening nights in June 2011.
The area in Vienna was not very well accessible for the public and we had to attract a very specific, culturally interested target group which (due to its age) was not yet connected with us. We decided to energize young Austrian multipliers from the music/culture scene through a mix of social and location based concepts. And we were extremely proud with what we achieved with a limited budget of less than EUR 10,000. Thanks to a short, effective activation campaign using social and location-based tools we turned the Festival into a big success.
Very well attended music festival (June 8-11) with 300-500 guests per night
More than 1,500 blog posts in less than 2 months thanks to highly effective blogger outreach
Facebook userbase (April 1 - June 30)
+75% increase userbase (now ca 7,500 fans - primarily from Austria)
+800% engagement increase with target group
+713% increase impressions
+939% increase user feebdack
Promotion of the key event (June 8-11 2011), May 2011 to Nov 2011