CASE STUDY:

THE MUSIC OF STRANGERS







TASK

Make some serious noise to promote the premiere of THE MUSIC OF STRANGERS through a cross-cultural activation that encourages participation of strangers and hints at some of the geo-political tension that exists in the world today.

ANSWER

An interactive symphony experience that allows consumers to “play” instruments from the documentary with strangers they meet at the activation space. The two day, interactive music installation included live performances by The Silk Road Ensemble, The Silk Road Connect: JHS 185, and the opportunity for strangers to come together to make music.

RESULTS

  • Over 5,000 consumers interacted with the experience in two markets
  • The activation generated over 162 Million Earned Media Impressions