An integrated campaign, which connects virtual and real elements in an attention grabbing way. Users are automatically made to become involved through several touchpoints and are to actively interact with the events and the campaign.
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The Schirn Kunsthalle Frankfurt is showcasing a unique form of exhibit with “Playing the City”: 23 international artists will turn downtown Frankfurt into the scene of many activities and situations, which range from performances to guerilla acts.
Parallel to the exhibition, an attention grabbing campaign has been developed, which should create awareness for the city as “Playground“ without competing with the exhibition itself.
Generate attention for the exhibition and sensibilize for the artistic activities, which are integrated inconspicuously into the daily urban life. Furthermore: increase the amount of visitors to the exhibition.
The “Playing the City” campaign builds upon the concept of the exhibit: the City of Frankfurt, its residents and site users are pulled into a secretive, real, yet simultaneously virtual game, with the Schirn Kunsthalle Frankfurt. Passers-by and users are made to be players in the spectacle and the artists are the main act.
To that end, the campaign uses a multifaceted element of communication: dice. These generate – digital and real – attention, communicate action and awake desire to be part of the game.
The campaign depicts an abstract game board. Using dice, users are challenged to play and discover the variety of content. To do this, the user has the ability to control a human die. The die serves as a playful navigation element and leads users to various content which offers information about the exhibit.
In addition to the website, the user is also actively drawn into the game via digital tagging in the “real world”: at the focus of the exhibit is turning passers-by to players without them directly realizing. At specially marked traffic signals and in typical city situations passers-by are filmed and tagged with a personal code. Virtual game situations come about from the films – for example and oversized die which rolls through the streets. When the players log into a special website with their personal code, they see themselves – waiting at the traffic signal – as part of a colossal game.
Additional advertising measures, such as a newsletter, a YouTube channel, a Facebook group, a blog about the exhibit, as well as posters, flyers, give aways and a floor banner complement the “Playing the City” microsite. Additionally, there is an iPhone dice tool for mobile users who can shake the human die on their phone.