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Guerilla Stunt

Written by Marliese Andexer 21 / 10 / 2013

We joined with The Roundhouse marketing team to project-lead their youth engagement programme for The Last Word Festival 2013. A group of aspiring arts marketers were tasked with planning and implementing a marketing stunt in promotion of the Roundhouse’s first-of-its-kind spoken word festival. Impact’s role was to guide the group from concept development to production planning, and support them in carrying out the stunt on the day. The youth team were ultimately responsible for each aspect of the campaign, from characterising the target audience to selecting the performers, and devising an online communications strategy.

Our own Video Production Team filmed the activity on the day where three spoken word artists popped up around London introducing the genre to the public. They decided to target Brick Lane and the Overground line between Hoxton and Shoreditch, although there were a number of impromptu performances in between.  The youth team were on hand at all times with promotional material making sure the public had everything they needed to find their way to the festival. As well as printed information the team handed out branded lollipops to passengers and bystanders.

The public were very receptive to the performances on the day; with rounds of applause on the overground and crowds of curious people on the street. In one week the video attracted over 8,000 views on The Roundhouse’s YouTube channel. The Festival runs until the 1st of December and should not be missed. Watch the video above and head over The Roundhouse website for programme information: http://www.roundhouse.org.uk/the-last-word-spoken-word-storytelling.

 

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