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National Theatre Benefits From Real-Time Culture Stream Via Neoco

Posted by: Benn Achilleas - Neoco

Date added: Sat 16 Jun 2012

Neoco have developed a 'culture stream' based on user’s time, location, interests, friends and even access, which will run across web, mobile, tablets and even physically at the NT to provide users with a constantly evolving experience across multiple platforms and technology.

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Between the middle of June and 9 September National Theatre Inside Out will offer a packed festival programme as the theatre bursts out onto its riverside terraces and squares. The National appointed Neoco, the Social CRM agency who's concept is a responsive, real-time culture stream of National Theatre events and content, integrated with social and user generated content.

The social integration and “mystream” (user curated culture stream) aspect helps to promote the social experience; users will not only be able to invite friends and create events through Facebook, but see what other like-minded people are attending. The aggregated social feed gives users real-time information based on their own interests and the activity of their friends, while the visual and social aspects provide the National with a unique way to engage the massive tourist audiences in London for summer 2012.

“Neoco impressed us with a very strong idea backed up by a good understanding of the National Theatre and our audiences” - Toby Coffey, Lead Digital Creative, Digital Media, National Theatre

“National Theatre Inside Out will be one of the most intriguing and exciting cultural events of this momentous summer in London. From the start we felt it deserved far more than a web site, it needed real ownabilty in a very saturated space and a strong reason why the user should not just visit the site but return and engage over and over again. This belief drove us to create something far more aligned to the energy of the festival - “The National Theatre Inside Out Culture Stream”” - Paul Little, Creative Director, Neoco

Summer 2012 will see over 1m additional visitors to London over a matter of several weeks (DCMS) spending over £2bn (news.MSN) during their visit. It’s important for British brands to be able to capitalise on these once in a lifetime events and their traffic (both physical and virtual).

Neoco have extensive experience in the Arts and Entertainment sector, promoting events and engaging audiences for the likes of the Southbank Centre, English National Opera and Chelsea FC.