André Belanger
Digital Drama Queen III: TNM & Phéromone Tweet in Character
by Liesl Barrell
With CharPo already on a second TweeAtre instalment, I figured this would be the perfect time to cover a social media campaign involving Twitter that took the theatre world by storm.
For Théâtre du Nouveau Monde’s 2010 production of Le Bourgeois gentilhomme they enlisted Phéromone to helm the company’s first forays into tweeting, and together they produced the innovative interactive marketing strategy that won the agency a Bee’s Award and an Infopresse nod, to boot.
SOCIAL CLIMBING
To get some industry insight into the campaign, I spoke with André Bélanger, VP at Phéromone, who remembers the snowballing momentum of the effort as a thrilling experience for his team. Spanning just four weeks, he laughs, “the campaign was too short!”
