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Arts marketing requires innovation and creativity which is why the Hong Kong Arts Festival is always keen to harness new technology. A new campaign recently employed augmented reality to promote Sa Dingding's two concerts in Hong Kong on the first stop of her 2010 World Tour, perhaps the first arts organization in Hong Kong, if not Asia, to do so.
As this video demonstrates, holding up an AR marker in front of a webcam triggers a series of actions, rewarding the user with a digitally-generated response. Have a go! Log on to http://sdd.hkartsfestival.org and see what pops up.
The AR marker is to reach out through various marketing channels newspapers, magazines, newsletters, MTR (Hong Kong metro) billboards, promotional leaflets and CD inserts providing the opportunity for new audiences to find out more about this programme.