Digital Invasion @ Teatro Massimo in Palermo - May 4th 2014

#invadoilMassimo

THE CONTEXT

Italy is the first country in the world for tourism and culture, but its artistic assets (made of more than 6000 museums and cultural sites) is not able to express its maximum potential, due to a conservative approach in culture management, which underestimates the role of society’s evolution and its technological progress.
The Teatro Massimo Vittorio Emanuele is one of the largest opera house in Europe, the third after the Opéra National de Paris and the K.K. Hof-Opernhaus in Vienna, renowned for its perfect acoustics.

THE CONCEPT

The event, part of the wider program of the second edition of Invasioni Digitali spread throughout the national territory, has been designed in order to promote in an original way the monument that probably represents the main symbol of Palermo.
Through a day of guided tours inside the beautiful theatre built by Ernesto Basile (tickets with a special reduction for the occasion and edutainment itineraries provided by Fondazione Teatro Massimo) visitors, armed with smartphones and tablets, they could share the invasion through posts and photos on Facebook, Twitter, Instagram and Pinterest.
This year’s theme was about of great composers: Verdi, Mozart, Beethoven, Wagner and Tchaikovsky have appeared in many photos of the invaders, all posted with the hashtag #invadoilMassimo, thanks to the miniature cardboard cutouts made for the occasion.

THE IMPACT

More than 600 invaders who shared their guided visit through tweets, photos and posts on Facebook, thanks to the collaboration with the Associazione Giovani per il Teatro Massimo. The hashtag #invadoilmassimo has reached 509 photos (doubled compared to last year), while the global one #invasionidigitali (#digitalinvasions) collected 22.614.

Piazza Sant’Anna, 3 - 90133 Palermo
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