Online Trailer Case Study

Who? Old Museum Arts Centre (OMAC)

What was the challenge?

Some of the performances produced by OMAC are very innovative and multi-art form. They are therefore often difficult to describe in terms of words. They had a show coming up that fell into this category ‘Susan and Darren’ for which they had a promotional DVD that could be edited.

What was the solution?

In September 2007, Audiences NI pioneered OMAC’s first promotional trailer for a show taking place as part of their Autumn Culture Club series. The trailer contained edited content from the promotional material provided by the company presenting the show, with an added sound-track using freeware audio loop software downloadable from the internet. The short clip was up-loaded to You Tube, enabling OMAC to link to the video clip via their web-site.

Audiences NI promoted the link through the on-line arts-listings update.

Response

The link had the highest click-through rate ever for an arts-listings link, proving that this kind of promotion is very popular with customers.

What did it cost?

As the agency sourced a freeware audio loop, there were no costs involved.

Feed-back

‘It can be difficult to describe a show in words alone, particularly with Darren and Susan, a hybrid of dance, audience interaction and theatre. So we were thrilled when Audiences NI approached us to create our first ever online trailer. They made it really easy for us – we just gave them a DVD and they did the rest, including sourcing a freeware audio loop and uploading it to YouTube. It was easy for our web developer to then embed the video in our own website. Now our audience can get a real sneak preview of the show! It seems to have made a real difference - with a considerably increased hit rate and box office sales!’

Joseph Nawaz, Marketing & PR Officer, OMAC