GSummit SF 2014 - Gamifying The Arts: How Leading Arts Orgs are Transforming Engagement by Erik Gensler

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  • We primarily help our clients sell tickets
  • Fundamental shift in the marketing universe that happened over the past 20 years.
  • Interruption marketing
    Seth Godin
    Sending direct mail campaigns
    Or Ford marketing a car
  • Interruption marketing
    Seth Godin
    Sending direct mail campaigns
    Or Ford marketing a car
  • The consumer is now in control.
  • Like Spotify and pandora
  • Some say inbound marketing
  • Jacob’s Pillow is one of the most renowned centers of dance in the world
  • a unique destination for choreographers, dancers and dance lovers, nestled in the Berkshire Hills for over 80 years.

  • 300+ events during its three-month annual summer festival.

    A National Historic Landmark
    recipient of the National Medal of Arts,
  • the Pillow preserves the buildings and grounds of this dance mecca,
  • sustains an extraordinary archive of dance photography, oral histories, and ephemera, and presents a variety of photography, art exhibits, films, talks and discussions throughout each Festival.
  • Jacob’s Pillow Dance Interactive, a curated, comprehensive and continually-growing online video collection featuring clips of over 175 artists who have performed at the Pillow from the 1930s to today.

     Virtual Pillow would be a fourth “stage” digitize important portions of the Pillow’s rare and extensive archives and free public offerings to make the organization’s programs and online community more visible, interactive and dynamic on the web. 
  • Increased site traffic by 25%
  • 30% who are engaged are very engaged


  • 1. Gamification in theArts @CapacityInt
  • 2. Market Smarter! Capacity Interactive helps arts organizations use interactive tools to engage audiences, build community, and
  • 3. Fundamental Shift
  • 4. Requires a Fundamental New Way of Thinking of How We Connect With Audiences
  • 5. Interruption Marketing vs. Permission Marketing
  • 6. Strangers Friends Customers Evangelists
  • 7. Content Leads / Permission Permission Based Communications Ticket Sale Delight
  • 8. “Ask Robert Battle”
  • 9. • Over 10,000 visits • 25% clicked the "Buy Tickets" button. • On average, five minutes + on the site • Sales Impact
  • 10. • 100,000+ annual visits • Increased site traffic 25% • 2+ minutes | 2+ pages • 6+ minutes | 5+ pages • Thousands of leads
  • 11. •Enhance & refine navigation and UI •Mobile first •Search engine optimization •Sophisticated analytics integration •Robust social sharing Version 2.0
  • 12. Thank You! Erik Gensler @DMBootCamp4Arts