Fondazione Arena di Verona: Being on Twitter - without being on Twitter

This case study explains how Arena di Verona, an Italian opera theatre, sought to attract a younger, non-opera fan audience through social media.

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...

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