| Title | ARISTON COMIC SELFIE |
| Brand | TEATRO ARISTON SANREMO |
| Product/Service | TEATRO ARISTON SANREMO |
| Category |
A17. Innovation in Entertainment |
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Entrant
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ARISTON Sanremo, ITALY
|
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Idea Creation
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ARISTON Sanremo, ITALY
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Credits
| Walter Vacchino |
Ariston Srl |
CEO |
| Carla Vacchino |
Ariston Srl |
Shareholder |
| Andrea Vacchino |
Ariston Srl |
CFO |
| Riccardo Marvaldi |
Freelance |
Web Consultant/ Web Strategy |
| Luca Ammirati |
Ariston Srl |
Format developer / Author |
| Andrea Lombardi |
Ariston Srl |
Director, VIdeo Editor, Graphic Designer, Creative |
| Chiara Magliocchetti |
Ariston Srl |
PR and Communication |
| Graziano Poretti |
DueMetri SRL |
Owner |
| Alessandro Gallo |
DueMetri SRL |
Web Developer |
| Enrique Balbontin |
ND |
Comedian |
| Massimo Morini |
ND |
Singer |
| Giuseppe Conte |
ND |
Poet / Writer |
| Tiziana Voarino |
ND |
PR / Press |
| Anna Blangetti |
ND |
Actress |
| Davide Golzi |
MAD |
Frontman |
| Lorenzo Mazzocchetti |
Ariston Srl |
Light Designer |
| Emilio Nolli |
Ariston Srl |
Sound Engineer |
| Stefano Ferrari |
Ariston Srl |
Stagehand |
| Maurizio Cerviello |
Ariston Srl |
Scenographer |
| Giorgio Faraldi |
ND |
Director |
| Guido Dolci |
GD Management / Major Models NY |
CEO / Owner |
| Marcello Algeri |
Ariston ProBallet |
Choreographer |
| Natale Neri |
ND |
Graphic Artist |
| Kristina Burja |
KRYE DESIGN |
Owner |
| Simone Gandolfo |
Macaia Film |
Owner / Director |
The Campaign
London’s new mayor celebrated his election with a Selfie. The Billboard and the physical entrance to the Ariston Theater of Sanremo are one Italy’s most iconic Selfie locations. It was inevitable for the Selfie to become the focal point behind the idea of this groundbreaking entertainment format as a symbol for the image and communication revolution on the Web. Operator and subject merge into one through the Selfie, making for a more genuine and straightforward communication. At the core of the Ariston Comic Selfie there are brief selfie-videos, 90 seconds max, representing the evolution of the Comedy genre and Web entertainment. A 2.0 web-contest was therefore born: young talents from the Internet were brought from a virtual to a physical stage performing live on one of Italy’s most famous stages, during a fully interactive final evening which allowed the performers to directly interact with their followers through Social Networks.
Creative Execution
26/03/1947: birth of the ideator. 20/09/2015: the project is conceived. 15/01/2016: drafting rules the guidelines, involving institutions and the biggest names in Showbiz. 29/042016: live streaming press conference.03/05/2016: the video reception begins, as well as Web-based promotion through videos and storytelling through Social Networks. The target are young entertainers and Web Stars age 18-35. 17/06/2016: The 24 semi-finalists are selected, 16 through Web votes and 8 through quality Jury votes. Participants are asked to submit two additional Selfie videos (mandatory, free subject), shared through the Theater’s channels and voted on the official website. Offline communication support through events (Promotional movie screenings) and billboards, city shop windows and printed media. 12/07/2016: The 9 finalists are selected, beginning of show promotion. 22/07/2016: Final evening: live performance show of the finalists, native live streaming on their personal profiles. Nationwide coverage press campaign, PR strategy, live posting, storytelling communication with very low operational costs.
Ariston Comic Selfie his the one and only Web talent-show which brings Youtubers to a live theater challenge, Web-streamed on partner sites and social pages with a centralized Direction, for an immediate interaction with the audience.
A three months long entertainment show format, both online and offline;
Over 100 webstars and young actors videos received in less than one month;
33 thousand accepted votes on the official website;
Over 2 million people reached on the social networks;
Over 500 thousand young people who saw the selfie videos;
A sold out final evening in Sanremo;
A dramatic increase of engagement for the theater online presence;
A brand new and completely interactive entertainment format, thanks to web streaming innovation (a centralized show direction and production, broadcasted natively on webstars Social Pages);
Today, the Ariston theater has also become the home of italian Web entertainment.
Ariston Comic Selfie is a new entertainment format which blends the Web with the Theater stage. The theatrical world, with its values and traditions, joins smartphones, the Internet, Social Networks, live streaming into a new language: a Talent, Web contest, interactive stand-up comedy show, a Selfie based fashion and dance show, online and in-theater voting sessions and much more. From the Web to the theater stage and vice-versa: born for entertainment at full speed ahead.
The purpose is to create an online and offline cross-media format merging the conventional Theater world (institutions, jury, testimonials and traditional outdoor and print campaigns), and 2.0 engagement systems, based upon user generated content and Social Networks which become peer to peer broadcasters of the entire event. Engagement is key: the legend of the Ariston theater is the storytelling which involves the participants and their followers by making them brand ambassadors and promoters. After three months of continuous coverage the final evening took place on three different platforms thanks to an innovative combination of software and multi-level direction: first in the theater in front of a physical audience, then through a live streaming on the official website, and finally on native live streaming systems purposely created for the web stars’ online Social Pages, greatly increasing both reach and engagement, allowing the Ariston to conquer a leading position on the Web.