for Alegria by Cirque du Soleil
Print editions of Le Journal de Montréal and Le Journal de Québec go interactive
Always responsive to advertiser needs, Quebecor has innovated once again by deploying a unique augmented reality initiative. To promote the new production of the legendary Cirque du Soleil show Alegría, Le Journal de Montréal and Le Journal de Québec have achieved a major first, integrating interactivity in their print editions with a specially-developed augmented reality execution.
An Exclusive Application to Serve Advertisers
“A few of the world’s major media outlets, including The New York Times, have already launched augmented reality content,” explains Mathieu Turbide, Vice President, Digital Content, at Quebecor. “We’re very proud to be Quebec pioneers in this field, and to have done it for Cirque du soleil and its iconic show.”
Readers going through the Weekend section of both papers’ Saturday, March 16 edition got a preview of Alegría with the help of the J5 app on their tablet or smartphone. The app revealed a 3D animation of Monsieur Fleur, one of the show’s most recognizable characters, along with a recording of the show’s famous theme song. At the end of the animation, readers also had the opportunity to purchase tickets for the show.
Results That Speak for Themselves
The innovative execution was promoted ahead of time with a multiplatform campaign inviting readers to download or update their J5 app, so they could access the upcoming Alegría experience. This was part of an integrated initiative combining commercial, content, integration and innovation strategies within the Quebecor ecosystem. Other components included an augmented reality segment by technology reporter Mathieu Roy during the morning show Salut Bonjour, as well as a similar feature published in the En 5 minutes section of both newspapers.
In the end, this first deployment proved to be highly successful. The J5 app experienced a nearly 30% increase in traffic on March 16 compared to Saturdays from the previous month, making it the busiest day on J5 since the app’s launch. In addition, the three augmented reality pages published in Le Journal de Montréal and Le Journal de Québec generated nearly 300,000 scans, with an average of 4.5 minutes spent by each user throughout the weekend*.
“Augmented reality breathes new life into media placements, allowing readers to enjoy an experience”, says Sébastien Royer, Digital Media Manager at Cirque du Soleil Entertainment Group. His colleague Magdalena Pienkowska, Senior Marketing Manager, Tent Shows, adds:
“Quebecor’s augmented reality project – which combined innovation with creativity – was a perfect fit with our marketing strategy for this new production of Alegría, a celebrated Cirque du Soleil show.”
*Sources: Google Analytics via Firebase and Developper_ Vuforia
Credits – Quebecor:
Sabrina Roy: Strategist, Digital Expertise, Monetization & Marketing
Julien Lamoureux: Director, Digital Expertise, Monetization & Marketing
Paula Ceballos: Account Manager, Media Solutions
Pierre-Luc Bernier: Account Manager, Media Solutions
Pascale Frégeau: Manager, Commercial Digital Content
Alexandra Papineau: Strategist, Digital Expertise, Monetization & Marketing
Louis-Dominique Lamarche: Head of Special Projects, Virtual & Augmented Reality
Creative Development Team: Gregory Fabre, Christopher Perron, Audrey Poulin, Sébastien Roy, Jules Boissière, Justin Zanelli, Jean-Hugues Levasseur
Marketing Team at Le Journal de Montréal and Le Journal de Québec
NumeriQ Commercial Content Team
Credits – Cirque du Soleil:
Sébastien Royer: Digital Media Manager
Magdalena Pienkowska: Senior Marketing Manager, Tent Shows
Judith Fontaine: Senior Coordinator, Marketing, Tent Shows
About Quebecor Quebecor, a Canadian leader in telecommunications, entertainment, news media and culture, is one of the best-performing integrated communications companies in the industry. Driven by their determination to deliver the best possible customer experience, all of Quebecor’s subsidiaries and brands are differentiated by their high-quality, multiplatform, convergent products and services.
About Cirque du Soleil Entertainment Group Cirque du Soleil Entertainment Group is a world leader in live entertainment. On top of producing world-renowned circus arts shows, the Canadian organization brings its creative approach to a large variety of entertainment forms such as multimedia productions, immersive experiences, theme parks and special events. It currently has 4,500 employees from nearly 70 countries. Going beyond its various creations, Cirque du Soleil Entertainment Group aims to make a positive impact on people, communities and the planet with its most important tools: creativity and art. For more information about Cirque du Soleil Entertainment Group, please visit CDSentertainmentgroup.com.