The NeverEnding Story, the musical, was about to start the Teatro Calderón in Madrid to the expectation of lovers of the 80s. How to communicate something so special?
The musical ‘The Neverending Story’ premiered at the Teatro Calderón in Madrid on 5 October. On the occasion of this world premiere we worked on a marketing and communication strategy where we included activations that helped us to promote the musical. Through a 360º virtual reality experience that we installed in the Theatre’s hall during the months prior to the premiere, users could fly over Fantasia on the back of “Falkor” (white dragon of luck), meet characters such as the “Rock-Biter” or “Morla”, and pass different tests until they reached the “Ivory Tower”. Technology applied to marketing campaign; virtual reality experience mixed with videogaming; multi-sensory experience: see, hear and touch; interactivity as participants got their pilot license printed; lasting experience as being part of the Dragon Pilots Club gives participants discounts opportunities; 3D animation project using oculus virtual reality glasses; Main characters created in 3D: Rock Biter, Morla.
|Spazio Risonanze 2 / ROOM 2||Spain||beon. Worldwide - member of 27Names||The NeverEnding Story, the musical||Low Budget Event|