How Cirque du Soleil Triumphed over the Social Media Battle
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.”
Sometimes the brand goes as far as wishing Happy Birthday to a fan.
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.
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.
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
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.