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How to gamify a cultural institution
Client

London Symphony Orchestra x Apple Music

Objective

Raise awareness of Apple Music in China in partnership with the London Symphony Orchestra’s tour to China

Strategy

China’s £26 billion gaming market and 800 million WeChat users illustrates the opportunity to create an entertaining and interactive game
Competitive theme encourages social sharing of content for badge value

Making it happen

Hylink set up official accounts on Weibo and WeChat making LSO the first symphony orchestra in the world to have an official social presence in China
Created a game whereby users phones become a conductors’ baton encouraging them to motion in time to the music
Launched London Symphony Orchestra Apple Music campaign through Weibo ads, DSP and cooperated with influencers to increase exposure driving traffic to Apple Music

Results

22m
Interactions
300k
H5 game clicks
10k
H5 game clicks
8.4k
New followers

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