The LikeShow campaign by Ticketland.ru aimed to introduce and promote its new mobile app in St. Petersburg by leveraging an innovative, interactive approach rooted in local cultural engagement. The brand proposition centers on positioning Ticketland.ru as a modern, tech-savvy gateway to theatre experiences, enhancing accessibility and engagement with the performing arts through digital platforms. By integrating the theatrical world with social media, Ticketland.ru sought to reaffirm its value as a convenient, relevant ticketing service that connects audiences with live cultural events in a novel way.
From a market strategy perspective, the campaign capitalized on the vibrant theatre culture of St. Petersburg and the rising popularity of Instagram as a visual storytelling medium among local audiences. The insight driving the campaign was that theatre enthusiasts and social media users share a desire to engage meaningfully with cultural content, especially if it is interactive and rewards their participation. The creative execution involved identifying Instagram influencers who regularly posted theatre-related content and encouraging their followers to like posts that formed iconic scenes from famous plays. This not only generated organic buzz around both the shows and the app launch but also incentivized deeper engagement through a gamified quiz feature tied to the posts, with the chance to win promo codes. This blend of real-world cultural relevance and digital interactivity helped Ticketland.ru differentiate itself in the travel and leisure market by fostering community participation and leveraging user-generated content to amplify awareness and adoption of its mobile app.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign adopts the "Instagram theatrical show" concept, explicitly blending the format of social media (Instagram posts, likes, photo-based storytelling) with classic theatrical scenes. The creative device borrows from the world of theater, reinterpreting well-known play scenes within the Instagram interface, which is itself a pop culture format. Rather than following a classic narrative arc or focusing primarily on demonstration or user imagery, the campaign’s noteworthiness comes from appropriating the familiar structure of both Instagram and theater to create a unique hybrid experience; the borrowed format is central to both the mechanics and appeal, allowing users to interact with and guess theatrical scenes, all within Instagram’s language and structure. This aligns closest to the "Parody or Borrowed Format" creative device.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Parter.ru – Positioned as Russia’s leading online ticketing platform, Parter.ru focuses on providing a comprehensive and user-friendly service for booking theatrical and concert tickets nationwide, emphasizing strong partnerships with cultural institutions and an extensive event database.
2. Kassir.ru – Known for its wide reach and variety, Kassir.ru differentiates itself by offering tickets not only for theatre and concerts but also for sports and entertainment events, leveraging a robust digital platform with convenient mobile apps and multiple payment options.
3. Concert.ru – Specializing in live music events and concerts, Concert.ru targets music enthusiasts by curating exclusive artist performances and offering early access to tickets, combining event discovery with personalized recommendations.
4. Tutu.ru (Entertainment section) – While primarily a travel and transport service, Tutu.ru’s entertainment ticketing section integrates travel and leisure planning, positioning itself as a one-stop-shop for tourists and locals seeking seamless event booking along with transport arrangements.
5. Bileter.ru – Focused on regional theaters and local cultural events, Bileter.ru’s niche is supporting smaller venues and communities by providing accessible ticketing solutions and localized customer support, building loyalty through grassroots engagement.
Q: What is LikeShow about?
A: LikeShow is a 2016 digital campaign created by the agency Voskhod for Ticketland.ru, aimed at launching the Ticketland mobile app in St. Petersburg. The campaign introduced the first Instagram theatrical show, enlisting local Instagram influencers to post photos that recreated iconic scenes from famous plays within their feeds. Audiences engaged by liking these posts and testing their knowledge of monologue lines for a chance to win promo codes. This interactive approach merged theatre culture with social media, driving app downloads and positioning Ticketland.ru as a modern gateway to live cultural experiences in Russia’s travel and leisure market.
Q: What creative device does LikeShow use?
A: LikeShow employs the Parody or Borrowed Format, classified as FORMAT#12 in Clapboard’s 12-format taxonomy. This creative device involves appropriating or parodying established pop culture formats—in this case, blending the familiar structure of Instagram photo feeds with the narrative conventions of classic theatre. By reinterpreting well-known play scenes within the Instagram interface and using social media engagement as the mechanism for audience participation, the campaign creates a hybrid experience that is both culturally resonant and digitally native, aligning with Clapboard’s definition of the borrowed format.
Q: What is the campaign proposition for LikeShow?
A: The campaign proposition for LikeShow centers on positioning Ticketland.ru as a tech-savvy, culturally engaged ticketing service that connects audiences to theatre experiences through innovative digital platforms. Targeting theatre enthusiasts and active social media users in St. Petersburg, the campaign leverages the city’s vibrant performing arts scene and Instagram’s popularity to make theatre more accessible and interactive. By gamifying participation and rewarding cultural knowledge, Ticketland.ru reinforces its relevance in the travel and leisure category, aiming to build brand loyalty and drive mobile app adoption among a digitally connected audience.
Q: How does LikeShow rank in Clapboard's archive?
A: LikeShow holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, the quality of its execution in merging theatre with digital engagement, and its relevance within the context of Russian cultural marketing.
Q: Who are the competitors in Ticketland.ru's category?
A: In the Russian ticketing market, Ticketland.ru competes with Parter.ru, which emphasizes a comprehensive, user-friendly platform for booking theatre and concert tickets nationwide and strong institutional partnerships. Kassir.ru stands out for its broad event offering, including sports and entertainment, supported by robust digital tools. Concert.ru specializes in live music events and personalized recommendations for music fans. Tutu.ru integrates entertainment ticketing with travel planning, appealing to both tourists and locals seeking seamless event and transport solutions. Bileter.ru focuses on regional theatres and local events, building loyalty through grassroots engagement and localized support.
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