How Cirque du Soleil Triumphed over the Social Media Battle

SHARE
THIS



Even for a brand known for its spectacular high-risk visual arrays, trying to stay on top of all the technologies and touch points for consumers of Cirque du Soleil is like the “Wild Wild West”.

“Back in the days of Mad Men, it used to be five – outdoor, signage, print, radio, television,” Jordan Fiksenbaum, vice president of marketing and public relations at Cirque du Soleil, said.

“Now you have signage out-of-home, print, radio, television, infomercial, video games, websites, chat-rooms, organic search, online display, landing pages, microsites. Then you also have mobile apps, location based apps, Slideshare, Instagram, Pinterest, Vine.

“There’s so many different ways to reach people these days and it takes multiple impressions to reach people.”

Social media is one of the many areas Cirque du Soleil capitalises on for consumer engagement, however the immediacy and transparency of the many available platforms can be seen as risky.

“If you make a mistake in something then you can’t correct it because it’s already in the public domain,” Fiksenbaum said.

“I think sometimes that is a risk we could potentially take as you’re working in a non-controlled space.”

“If you were to look up our name on social media I think people would say that we are better than industry standards in terms of how we engage. I think the biggest thing people mention a lot is getting back to people, in terms of responding to people and enquiries around Cirque du Soleil and how fast our social media team answers questions.”

Cirque du Soleil Tweet

Cirque-Tweet4Sometimes the brand goes as far as wishing Happy Birthday to a fan.

Cirque du Soleil Tweet2

Word of mouth is a key awareness tool for the brand and whereas the traditional version of word of mouth was two people physically speaking to each other, social media has virtually eliminated the boundaries of who can say what and who sees it.

“People who are lovers of our brand are the fans,” Fiksenbaum said.

“They express their emotions in what they post on social media. When we talk to people in their everyday life, and just in general, we allow our product to be shared with everybody and that creates an emotional connection and a bond.”

Another challenge Fiksenbaum faces is keeping the brand fresh on social media and keeping its 622,000 Twitter followers and 2.3 million Facebook fans engaged.

“With so many competitive aspects, it’s like ‘why you over anybody else?’” he said.

“What makes the decision to get someone to convert and how do you utilise all the new media?

“How do you utilise everything when your marketing budgets are where they are – they don’t go up. It’s not like we’re spending more to market our shows, but there are so many new ways to market a show.”

Being a very visual company, the introduction of new technologies such as social media has allowed Cirque du Soleil to branch out and reach more fans in order to tell its story.

“We used to have one main visual, but now with the tools that we have from a technology standpoint, we can tell a lot more,” Fiksenbaumsaid.

“We can tell more about the characters in our creative discovery. We can provide more details in terms of giving audience reaction, giving behind-the-scenes footage to make sure people are a little more engaged. And going behind the curtain a little bit more.”

Providing little tidbits of what is to come in upcoming shows is one marketing method Cirque employs, however being known for its elusiveness, managing the etherealness in the transparency of social media is all about creating content that is “dialogue, not monologue”.

“We’re thinking like a fan and what would they be interested in seeing? We’re now doing a lot more behind the scenes and using content that hopefully spurs curiosity.”

The spurring of curiosity can be seen when Cirque du Soleil announced a joint partnership with James Cameron to bring the blue-skinned Na’vi’s of Pandora to life on the Cirque du Soleil stage.

Fiksenbaum believes Avatar was the perfect fit for the brand.

“We felt that it showcased a new world and a new opportunity so it was really good for us to be engaged in it,” he said.

Avatar-production-tweet

Cirque du Soleil is bringing James Cameron’s Avatar to life.

Similarly, the second tribute to the King of Pop, Michael Jackson One, released behind-the-scenes footage and small peeps into the show to keep fans engaged and wanting more, as well as a peek into the evolution of man in Totem, Cirque’s latest tour to come down under in October this year.

Facebook-Totem-Australia

To hear more about Cirque du Soleil Jordan Fiksenbaum is speaking about how to remain flexible in the rapidly changing media environment at the ADMA Global Forum in conjunction with B&T’s Mad Week. Register here to see how brands can maintain their flexibility, along with numerous other events, or check out all the extra info and bits and pieces here. The ADMA Global Forum runs from 29-30 July at Sydney’s Hilton Hotel.

Latest News

Why Aussie Adland Needs To Call “Time” On The “Good Ol’ Days”
  • Opinion

Why Aussie Adland Needs To Call “Time” On The “Good Ol’ Days”

In this guest post, J Walter Thompson Sydney’s head of strategy, Carly Yanco (pictured below), argues it’s time to call time on Australian advertising’s decadent times of yesteryear… I keep hearing that there was a time when working in advertising meant you were able to enjoy an extraordinary amount of long lunches, drunken office antics and politically incorrect […]

by B&T Magazine

B&T Magazine
Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Media

CMO Council Partners With Australian Marketing Institute

Australia’s pre-eminent organization for marketing professionals has announced a partnership with the global body, the Chief Marketing Officer (CMO) Council, to offer international research, marketing intelligence and best practice insights to some 60,000 marketing practitioners in the country. The Australian Marketing Institute (AMI), which provides professional accreditation and continuing education, will give its members preferred […]

M&C Saatchi Creates Campaign For Lexus Featuring Music By Beck
  • Campaigns

M&C Saatchi Creates Campaign For Lexus Featuring Music By Beck

M&C Saatchi Melbourne has created a campaign for the launch of the Lexus compact SUV set to the soundtrack of Beck’s “I’m So Free”. The Lexus UX was designed by the manufacturer’s first female designer and is built to anticipate the driver’s every need with the TVC demonstrating its uncanny ability to be one step […]

How To Create Connections To Increase Your Influence
  • Opinion

How To Create Connections To Increase Your Influence

Darren Fleming (pictured below) is a speaker, author and trainer who specialises in helping leaders influence their teams. He is the author of Don’t be a D!ck – creating connections that make influence happen. In this guest post, Fleming offers proven tips on how to improve staff connections and your influence around any office… The secret to […]

Opinion

by B&T Magazine

B&T Magazine
PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman
  • Advertising
  • Campaigns

PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman

A dodgy uncle is the star of PayPal’s new Christmas spot set to air across 15 european countries this festive season. The work of famed Parisian agency Buzzman, the ad plays on the traditional family Christmas and the arrival of an uncle notorious for his over-touching, cheating and over-eating. This time around, thanks to Paypal, Mr […]

Isentia Builds Out Executive Team With Three New Appointments
  • Media

Isentia Builds Out Executive Team With Three New Appointments

Isentia Group Limited has announced three senior appointments to its executive leadership team to accelerate product enhancement, operational efficiencies and support ongoing transformation. Following an extensive search, Paul Russell has been appointed chief technology officer (CTO), Kelly Young chief human resources officer (CHRO) and Peter McClelland chief financial officer (CFO). Ed Harrison, Isentia chief executive officer and managing director, […]

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’
  • Campaigns
  • Media

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’

Ovarian Cancer Australia has launched its first pieces of work via agency 10 feet tall. ‘It’s time for ovary-action’ is their empowering, new creative platform that aims to rally all Australians to stand up and take action for the cause. The launch includes a quirky content video accompanied by print and radio components that aim […]