Project Title:
Guthrie Death of A Salesman A-List Evite

URL/Distribution Method:
http://www.popularfront.com/samples/guthrie_salesman/index.html

Project Duration:
Sept. 1-Sept. 15, 2004

Project Team/Contributors:
Laurence Bricker - Strategy/Creative
Mike Keefe - Technology
Eric Kassel - Design Director
Courtney Remes - Developer
Chris Barrington - Project Manager
Jay Roloff - Developer
Tim Palm - Writer

Project Summary:

The Guthrie Theater needed to create excitement around their 2004 season-opening "Death of A Salesman"; the Arthur Miller classic. They wanted to attract new audience members (non-season ticket holders) to the Guthrie from an "A-list" of who's who in the business, legal, creative, and advertising community by offering free tickets to a special showing, and an exclusive after party with opener bar and exquisite desserts provided by Goodfellows. The Evite was sent to the A-list to generate interest, awareness, and buzz. The Evite was ultimately the talk of the party-after the performance of course.

1. What was the purpose of the project?

Connect via targeted opt-in Email to Minneapolis/St. Paul A-listers by creating an innoviative online communication that captivated the users imagination , and compelled them to proceed with the offer for an exclusive A-list party and performance at the Guthrie season opener.

2. Measurement for success?

Fast dispensation of the available A-list tickets online, community buzz.

3. Target users/audience (demographics, abilities, needs/goals)

Pre-determined, targete A-list recipients from Guthrie marketing list. Upscale, high disposable income, supporters of arts and culture.

4. Desired user experience for each?

Experience a fun, innovative, Email communication that peaks their interest in the performance and the exclusive party-offer. Convey and support some of the concept/theme of the Arthur Miller production. Ultimately allow the user to procure tickets online for the event.

5. Project parameters or constraints?

Horrendous deadline. We had 2 weeks form first meeting to "go-live". Very limited budget. High expectations.

6. Processes and methodologies used by design/development team?

Popular Front deploys an intuitive proprietary approach to experience design that attempts to achieve perfect balance among content-design-and technology to achieve a user-friendly, effective online experience.

7. Results/response to date? (sales, visit duration, etc.)

What's not to like. Free tickets, free drinks, and great food at the Guthrie to one of the most innovative productions of a classic piece of art. The success of the Evite/online piece was all about buzz, kudos and word of mouth. People were amazed and captivated by the communication. They had not experienced anything quite like it before, and probalby still haven't.