Fondazione Arena di Verona: Being on Twitter - without being on Twitter
Sabrina Benz, Antonella Peschechera and Matteo Bosisio
Campaign details
Brand owner: Fondazione Arena di VeronaAgency: MediaCom; GroupM; H-ARTBrand: Arena di VeronaCountry: Italy
Executive summary
How could Arena di Verona, the biggest open-air opera theatre in the world, innovatively engage with a young, non-opera-fan audience? And how could the theatre convey its message with a fresh tone of voice on Twitter – when it didn't have a Twitter account? MediaCom, the partner agency of the Arena, managed it with their Tweet Seats...