Cirque du Soleil delivers interactive audience experience for Toruk

Entertainment company uses SAP’s app to offer spectators a more personalised, immersive experience in real time using data

Cirque du Soleil has leveraged data processing technology in order to offer spectators a more immersive, interactive and personalised experience during its latest tour in Australia.

As part of the new Toruk, The First Flight tour, spectators are invited to download an app, which leverages SAP HANA’s platform to facilitate communication between the spectator and the show’s visual effects. The result is a more interactive experience delivered directly to the mobile device and personalised based on an individual's interaction with the app and location in the theatre.

While in most performances spectator’s are told to turn off their phones, in this show they are encouraged to keep them on and interact with the app,” SAP Hybris A/NZ head, Stuart O’Neill, said.

Before the show, the app offers a more seamless customer experience with ticket and show information, as well as stories behind the ‘world of Pandora’ inspired by James Cameron’s movie, Avatar.

Throughout the performance, spectators receive notifications to begin interacting with Toruk-inspired special effects such as fireflies on spectator’s mobile screens that are stimulated by touch, viperwolf eyes illuminated on screen, thunder and lightning effects that push vibrations to the phone. 

“It’s all about how the light and sound interacts with the audience in real time,” O’Neill said. “The technology has the ability to crunch a lot of data in real-time, work out where you are sitting, work out what you want to do, and interact and personalise the experience as you are enjoying the show.”

After the show, the app allows spectators to continue to engage with the story through interactive images, videos and content that extends their experience.

“It’s about making us want to be part of the act, and not just during the show, but also after the show, like downloading songs, the content,” O’Neill said. “At the same time, we can leverage data from the app to offer more innovative solutions to future shows and make them even better, improve and continue to evolve.”

Unlike traditional quite colourful theatrical sets, he said this tour the set looks quite grey and almost bland, because it is mainly projector based, with the stage used almost like a blank canvas and green screen.

“So with Cirque du Soleil wanting to leverage technology and the power of digital more in this tour, so they were keen to partner with us to see what else they could do to immerse spectators more into the experience,” O’Neill said.

Cirque du Soleil company manager, Michael Veilleux, said James Cameron has a lot of fans that extend beyond the stage, so for Cirque du Soleil the challenge was to engage that new audience in an innovative way.

“That’s why this year we decided not just to focus on the acrobatics, but add a more digital element to the show,” he said. “But this year the projections and technology is pretty unique to make the storyline front and centre, without the acrobatics overshadowing the storyline, because it’s the prequel to the movie.”

SAP’s partnership with Cirque du Soleil dates back to 2001, which O’Neill said has been a fairly long partnership to look into innovative solutions to boost customer experience. The app was first announced in New York in 2015, in the wake of the new production's global tour.

“And with James Cameron’s movie being at the heart of the story, he wanted to do something even more innovative and something that’s never been done before,” he said. “So the brief from James Cameron this time round was they wanted something truly innovative, different and that involves technology.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu



 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Tyron Hayes

​The current global COVID-19 pandemic is resulting in unprecedented disruption to every aspect of our lives as marketing and brand professionals, from the ways we work, to how our organisations operate, and the way in which we acquire and engage customers. So we’ve drawn on our wonderful CMO50 alumni community to explore different aspects of the crisis facing all of us right now.

More Videos

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

Your page is very helpful. Thank you for sharing with us

Eriona Ajvazi

10 brands making a positive difference to a world in crisis

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Great article Emma. So many gems in there. Awesome to have you in the team!

One Small Step Collective

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blog Posts

The gear change required for business during COVID-19

The current world pandemic, COVID-19, and its tragic effects has created different and challenging situations for nearly every business. Every business sector is affected differently, depending on the nature of what your place in the world, creating the most unique situation most of us have ever and will ever experience during our professional lives.

Katja Forbes

Managing director of Designit, Australia and New Zealand

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

Is your marketing team adapting quickly enough to the COVID-19 crisis?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Sign in