The Royal Scottish National Orchestra has launched a new viral marketing campaign aimed at 21-35 year olds.
The campaign, which takes the form of an online game called ‘Celebrity Orchestra’, gives visitors to the RSNO website the opportunity to win £5 money-off vouchers for concerts at a number of Scottish venues. The game features celebrity names such as Ozzy Osbourne, Michael Jackson, David Beckham and Graham Norton all forming an ‘alternative orchestra’.
Andrew Grant, creative director of Nation 1, the creative agency behind the campaign, said: “Normally people associate classical music with people over the age of 50 and we would like to prove to young people that seeing a live orchestra play is a fantastic experience and can be enjoyed by all ages.”