Over 12 million social impressions
Arranged amplification across the social channels Hans Zimmer, Livenation, labels, DC Comics, and various studios
Two sold-out nights at Radio City
Mock Posters for Hans Zimmer Live outside Radio City
When renowned composer Hans Zimmer decided to bring his first ever live performance tour to Radio City for two nights, I was tasked with creating an online marketing campaign that would help encourage social media conversation and subsequently ticket sales.
I determined that while the general public may not visually know what Hans Zimmer looks like or know of any visuals to his previous works, they do generally recognize the movies he has scored music for.
Taking this into account, I orchestrated a campaign built around the concept of “movie posters” that would utilize the imagery of Radio City but designed in the fashion of his previous film credits (avoiding the complications of copyrights/trademarks of the movie studios in the process).
The teaser posters were posted across all of Radio City’s social channels and shared across Hans Zimmer’s, LiveNation’s, and individual film studios’ (Legendary Pictures, Warner Movies, etc) social profiles.
I would also help drive the audience targeting for paid media promoting the concerts using the movie poster creative assets. Relying on both data of audiences/brands with an affinity to Zimmer’s music as well as my personal experience of the genre (I previously handled soundtrack marketing for original scores in a prior job position) - ROI / Conversion rates were 150% better than the average media spend for the venue.
In addition the poster images were also displayed on rotation across Radio City’s outdoor LED screens, pushing awareness to an additional estimated 10,000 in pedestrian traffic.
Footage of the posters displayed outside Radio City was published once again on social media to further build anticipation for Zimmer’s concerts.
The steady build up of social to IRL content lead to over 12 million organic social impressions in conversation, the highest of any DMA promoting the show and more importantly, help drive two sold out nights for Zimmer’s first ever live performance at Radio City.