Company: Emodo, San Francisco, NY
Nomination Submitted by: Crenshaw Communications
Company Description: Emodo is an Ericsson company. Ericsson powers just about every mobile connection in the U.S. As a leading innovator of 5G and AI solutions, Ericsson elevates human connections, capabilities and experiences in more than 150 countries around the world.
Nomination Category: Mobile Site & App Categories
Nomination Sub Category: Best Use of Augmented Reality
 Nomination Title: Reopening Broadway with Augmented Reality
- Date this app or site was first released:
December 16, 2021
- Briefly describe this mobile site or app’s objectives and how it has met those objectives (up to 200 words). If applicable, include here the platforms your app supports:
Total 200 words used.
On March 13, 2020, all 41 Broadway theaters in New York City closed for 18 months. 90,000+ people were out of work and the city’s economy lost ~$15B. To welcome audiences back, The Broadway League launched “This is Broadway” campaign in September 2021. Attendees were younger, more social, and technologically ahead of pre-pandemic audiences. Using this insight, The Broadway League and Omnicom’s Resolution Media partnered with Emodo to create a mobile first, AR experience leveraging the “This is Broadway” ad campaign. Emodo developed the “Broadway Show Globe” to drive sales during December’s peak season. Using animation and AR, the experience transports users to a snowy 360-degree Times Square on mobile screens to hear holiday greetings from Broadway’s celebrities e.g., Sir Andrew Lloyd Webber and Aaron Tveit. Users can share socially, visit the campaign site, and buy tickets. Emodo’s ability to work with existing assets, engineer a compelling experience, and flawlessly execute in under a month delivered show-stopping results:.
-90% engagement
-3 minutes 12 seconds avg. time spent totaling +750 hours. 7X avg. time spent with traditional digital creative
-22% shared on social; 4% initiated a purchase. Nine of the top 10 performing shows saw an increase in sales
- Provide the applicable creative and production credits for this entry:
Andrew Lazzarro, The Broadway League
Emodo
Aircards
8th Wall
Omnicom Resolution Media
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