Unique idea and its launch via 2-phase campaign: classic teaser (1 month) and public PR created strong base for message to reach critical mass and generate buzz.
In May 2010 teaser, more than 1000 signed up for e-zine and 2000 joined Facebook page, without knowing location nor details, promising that vision works. People joined purely based on idea–cinema screen magic and open-air rooftop enchanted for word to spread.
Integrated PR; media, socialmedia and guerilla actions centered campaign enforced achieving goals – by September more 6200+ people were as Facebook friends! Newsletter wished by 2000 names, web unique visits reached impressive 120 000 for niche project and 15000+ ticketbuyers and terrace visitors 10000 for 1st season not bad numbers at all.
Project reached top penetration in local medias and uninitiated coverage in renowned foreign press (Helsinki Sanomat Culture A-side with fullpage photo, Guardian, USA Today etc). More than 100 articles.
