Word of Mouth and social media marketing is gaining momentum as a valuable pre-awareness tool because of its immediacy and ability to connect with online users on a personal level. Cirque Du Soleil, one of the biggest entertainment organizations in the world, has become a huge supporter of this marketing medium for that very reason. For the launch of The Beatles LOVE, marketing faced several challenges with getting traditional marketing materials ready for launch because of the strict brand standards and approval process.

To make sure that pre-awareness wasn’t held up because of the lack of content; Cirque enlisted the help of DEI Worldwide to implement an Influencer Word of Mouth campaign to promote awareness of The Beatles LOVE. The main objective of the campaign was to get the word out about this new show, to generate excitement, to increase awareness, and to encourage people to visit websites where tickets for The Beatles LOVE were available for purchase.

During the campaign, DEI engaged in hundreds of thousands of interactive conversations with individuals in chat rooms, on message boards, and via instant messenger programs. The Marketing Associates at DEI also asked consumers if they had heard of The Beatles LOVE show before and provided key information about the opening date and how to purchase tickets. In addition, the Marketing Associates used the conversations to garner feedback and personal opinions from Beatles fans on The Beatles LOVE website, advanced preview performances and the music.

By delivering compelling on-target message points about The Beatles LOVE, Cirque du Soleil was able to increase awareness, create positive buzz, and receive first-generation marketing intelligence. Most importantly, the campaign also revealed that 42% of engagements indicated intent to purchase tickets.

Client: Cirque Du Soleil
Agency: DEI Worldwide
Budget: Undisclosed
Date of Campaign: April - May 2006