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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

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. 

Download the full case study

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.

Rise Up Melbourne Hamilton

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. 

 

Vloggi compilation of Hamilton Rise Up

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”
Ash Mckenzie Hamilton
Ashley McKenzie
Co-Owner and Director, Workshop Creative
Download the full case study

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  • Build a Content Library
  • Social Proof
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