Case Study: Hamilton The Musical (Australia)
How a Broadway show created a synced music video remotely in lockdown Australia
26% landing
page conversion
>$10,000
costs saved
100s hours
work saved
PROJECT OVERVIEW
Client: Workshop Creative
Project: Rise Up! Melbourne fan activation
Type: Community video engagement
Summary: Ahead of its planned launch in Melbourne, Australia, Hamilton the Musical wanted fans to create a lip-synced music video with hundreds of Hamilfans. The issue in 2021 was a COVID lockdown that restricted movement of people.
The Challenge
Hamilton the Musical has a loyal band of fans, Hamilfans, even in cities where the Broadway musical has yet to open. So when the show hits a new town, activation events are staged, often in person.
With COVID lockdowns, the Australian show promoter Workshop Creative had to workshop new creative ways to engage pre-release fans, a video submission project was envisaged. After trialling in Sydney and coming across issues around the legality of downloading social media content and also the time taken to complete content assignment forms for every contributor, Workshop needed a tool that could collect thousands of videos and also allow them to manage the content and rights permissions.
The Solution
The creative agency used Vloggi to collect video from Hamilfans across the Australian state of Victoria.
Running across its social media and newsletter channels, the contest urged Hamilfans to show us how excited you are that HAMILTON is coming to Victoria. The brief was to get outside and film yourself dancing to the track “My Shot”.
Hamilfans uploaded videos of all dimensions, resolutions, formats and ratios via the Vloggi upload tool.
When another lockdown hit Victoria, the competition was extended and the outside clause changed, as the Vloggi brief is dynamic.
The Result
Over a four week period, thousands of Hamilfans accessed the Vloggi upload page. Astonishingly, over 25% of these fans went on to record a video on their phones and upload via the Vloggi platform.
Workshop Creative then had a video library of hundreds of rights-cleared clips to chose from when making the final mashup. The agency downloaded the files and make a compilation offline, lip syncing the performers to the original audio track. The agency then posted the buzz reel on the official Hamilton Australia social media along with advance show info, leading to a surge in opening night bookings for the show.
Lucky fans were rewarded with opening night tickets and Hamilton goodies as a thank you for contributing videos.
"Vloggi made the collection of videos from Hamilfans effortless”
Ashley McKenzie
Co-Owner and Director, Workshop Creative
