Orchestras Seek BFF by Cellphone Texts July 23, 2010
Before the New York Philharmonic presented a concert in Central Park last week, the executive director of the orchestra had an announcement: Audience members could vote for an encore from the evening’s soloist by text message. The choices were a Chopin étude or, in honor of the guest musicians from the Shanghai Symphony Orchestra, a traditional Chinese melody.
The Chinese melody won, and so did marketers for the soloist, the piano virtuoso Lang Lang. Voters swiftly received a reply offering a discount to “pre-order” his new CD set, “Live in Vienna,” and an invitation to follow him on Facebook.
The incident pointed to an increasingly common practice by orchestras: soliciting texts for marketing purposes, in what they consider a new way to connect with audiences.
Read more: www.nytimes.com
- Posted in : Uncategorized, General Technology, Announcements
- Author : Roni
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