NYC Opera: Too Hip by Half? Take My Marketing Challenge
Last week I got a curious brochure in the mail from the New York City Opera. This is the same group that lost its high profile French leader only months ago, and turned to New York's own forward-thinking George Steel to rescue the institution and redefine its mission.
It's also the same group that, according to an article in last week's The New York Times, "had raided its endowment of a total of $23.5
million to pay off debts and right the troubled company’s finances,
leaving little left in its coffers."
So anything new coming from the City Opera caught my attention as a harbinger of things to come. And indeed, this print brochure looked like something much more likely to come out of an Indie film festival (or a comic book store). In fact, it was so hip, one of my staff said, "Why did they do this in print at all? Why not just create a Web site?"
Indeed, they did create a Web site, and the URL in the brochure takes you to an amazingly creative and enjoyable video:
Now comes my challenge. Please do the following.
1. Click through and watch the video.
2. Don't click on any other links on the site.
3. Return to this blog, and click "comment" to tell me what *exactly* they are promoting.
Let's see what you come up with, and then in the next post, I'll give you my reaction.