How Cirque du Soleil Triumphed over the Social Media Battle

  • Totem1
  • Totem
  • Totem2
  • MJ
  • smooth-criminal-5
  • smooth-criminal-1
  • Zarkana
1 / 7

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.


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.


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.

Please login with linkedin to comment

Advertising Standards Bureau Out Of Home The Smith Family

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]