The brief was to create awareness about Folkoperan within a younger audience by promoting the play the St Matthew Passion. In Folkoperan’s version of the play, Jesus' suffering has been replaced by life stories of real people. So we took the main theme of the play and set it in a modern context that would be more relatable to a younger audience. Through the digital hub “Unshared” we encouraged people to post their own anonymous secrets in 140 characters. At the theatre, the audience could write down their unshared secrets on a note and leave it in a box. After every show the box of secrets was posted on the hub, as well as on Folkoperan’s Twitter. To put the theme of the play in an even larger context, we surveyed 1,000 people on what topics that are too taboo to share publicly. The results were presented to journalists and published on our website for those who wanted to learn more. Over 500 people shared their innermost secrets on the website, everything from shoplifting as an adult to accidentally falling asleep on a their parrot and killing it. Folkoperan’s fan base grew by 20% on both Facebook and Twitter. Total media reach was 5,8 million (on a 9 million market). But more importantly, the number of sold seats grew from 37 to 90 percent from the previous year, making the St Matthew Passion Folkoperan’s the most successful spring launch ever.

Through the digital hub ”Unshared” we encouraged the target audience to submit their own secret stories in 140 characters, completely anonymously. At the theatre the audience could write down their unshared secrets on a note and leave it in a box in the lobby. After every show the box of secrets was posted on the hub, as well as on Folkoperan’s Twitter. By posting the secrets to Twitter we created buzz about the play and helped drive traffic back to the hub where you could buy tickets to the play. To put the theme of the play in an even larger context, we surveyed 1,000 people about what topics are too taboo to share publicly. The results were presented to journalists and published on our website for those who wanted to delve deeper into the secrets of the Swedish population.

Over 500 people shared their innermost secrets on the website, everything from shoplifting as an adult to accidentally falling asleep on a their parrot and killing it. Folkoperan’s fan base grew by 20% on both Facebook and Twitter. Total media reach was 5,8 million (on a 9 million market). But more importantly, the number of sold seats grew from 37 to 90 percent from the previous year, making the St Matthew Passion the most successful spring launch in the history of Folkoperan.