Using motion graphics and real time video content to drive event ticket sales.
(Sophisticated content production designed with social media channels at the forefront)
In its 23rd year, the Melbourne Food and Wine Festival set out with a new look and feel that corresponded with a revised agenda and itinerary for this now iconic festival. The new look and revised approach resulted in changing brand that needed to be promoted and amplified to support tickets sales leading up to the event.
The channels available included Facebook, Instagram and Twitter and the brief was to use a limited set of bespoke assets to elevate the brand and create awareness across social media prior and during the festival. We needed to get creative. We needed to be smart.
Awareness and pre-event promotion
With limited assets and a changing brand, we tapped into audience insights and harnessed what we already had and new to tell a different story. No sound? No problem. We knew these assets would live on social media and relied on smart motion graphics and visual humour to capture attention and land the message.
Our approach resulted in a hero film and five supporting vignettes that were tailored for use across social media. Together with a bespoke drum-based soundtrack, this motion graphic series incorporated branded iconography and witty edits to communicate a series of messages and ultimately drive ticket sales.
We found success with demand for the social video to be prepared for use on national television, in cinema and the cut down of video into shareable GIFs. #Win
Same day video promotion
That’s correct – from launch and throughout the event, we secured front row seats at the majority of events that made up the festival and documented the experience through delicious visuals and tasty interviews in order to promote the event in near to real-time.
These highlight videos helped drive footfall and walk up ticket sales during the first 48-hours, and while publishing, promotion and sharing happened extensively across the Melbourne Food and Wine Festival digital and social channels, the content was embraced and shared by event sponsors and partners also – boosting reach and earning unprecedented views, likes, comments and shares from the public. In other words, a huge success.
Below is an example of how we can capture, edit and publish high quality video content in less within a 24-hour window.
We played a key role in the overall success of the event.
There was a 27% increase in attendance across Festival’s signature events and new event, River Graze, saw approximately 120,000 people visit the banks of the Yarra River over opening weekend.
The new look MasterClass at Deakin Edge also saw a 25% increase in attendance, and brought eight chefs from across the globe under one roof.
The social media and content metrics associated with our activity were top notch. These are best illustrated by the two real time videos published on opening weekend which clocked up 40,000+ organic views in less than 48 hours.
Kamber have a great understanding of the food and drinks space, and coupled with their creative thinking and social media expertise, are an invaluable partner of MFWF.Mandi McPherson