The dance music culture has an incredibly loyal following. They are eager to engage, and we knew they would be. The campaign’s creation was tailored with this in mind.
(PRWEB) January 24, 2012
“Baroque-era performers, along with dancers and acrobats… a 360-degree spectacle” -Rolling Stone
“Theatrical events with dreamlike imagery… visually striking” -New York Times
Digital marketing company Blue Wheel Media coordinated a massive cross-platform digital campaign for Cosmic Opera, a new brand of dance music events in New York City. The meticulously planned strategy featured a viral video that received 100,000+ YouTube views in 36-hours, resulting in 2 consecutive sold out shows in merely hours of release.
On Wednesday, January 4, the teams at Blue Wheel Media and Cosmic Opera, headed by founder Justin Cohen, released a teaser video, alluding only to something “big” coming to NYC. Before any performers had even been announced, Cosmic Opera’s mysterious message of a “revolutionary music experience” immediately received heavy attention in the blogosphere. A secret message at the :53 second mark told viewers to go to Cosmic Opera's website and tweet #cosmicopera to unlock the mystery.
Within days, Rolling Stone Magazine and the New York Times arranged featured stories on Cosmic Opera, breaking the news of renowned DJ, producer, and Swedish House Mafia member, Axwell, as the inaugural headliner, partner, and conductor of the experience.
The following day launched the announcement video. Within 24-hours, the video generated 100,000 views and counting.
Blue Wheel Media founder Trevor George had this to say about the campaign’s viral success: “The dance music culture has an incredibly loyal following. They are eager to engage, and we knew they would be. The campaign’s creation was tailored with this in mind.”
Comic Opera, the extrasensory dance event series, is set to launch Thursday & Friday, February 23rd and 24th at New York’s iconic Hammerstein Ballroom.