To excite people about Hamburg’s upcoming new concert hall way ahead of the opening, we created an exclusive and interactive preview of the building and its outstanding architecture:

First outside, where the race drones Rock and Roll held an intense interactive race, creating spectacular and previously unseen images of the building.

Then inside, with the drones Slow and Motion. But that wasn’t all. One touch and users could change the speed of their flight! From floating epically to high speeds of up to 40 mph! This meant detail lovers and easy-going users could enjoy every detail of the outstanding architecture, while thrill seekers and speed junkies enjoyed the Elbphilharmonie in high speed and on the edge.

The campaign was launched in summer 2016 through Elbphilharmonie’s social media channels, including Facebook, Instagram, Twitter and YouTube. Postings ahead of the launch created curiosity with exclusive and previously unseen images of the Elbphilharmonie from inside and out.

A few days later, the web special was launched and race drones Rock and Roll held an intense interactive race, creating spectacular and previously unseen pictures of the building.

Later that year, the drones Slow and Motion went inside the Elbphilharmonie. They moved through the building just like human visitors would later: with little detours straight to the heart: the Grand Hall. By pressing the spacebar or with a simple touch, users could switch drones and speed.

Mobile first, of course. Display media, including a YouTube Masthead, amplified the organic spread of the campaign.

More than 5.7 million people enjoyed the ride. Culture and architecture fans around the world loved and shared it. All the major German news and worldwide media outlets, including BBC, CNN, Wired and Engadget, picked up on the story and used our drone flights in their own media coverage and reports about the Elbphilharmonie.

On average, users spent more than three and a half minutes on the Web Special.

Today, all concerts are sold out and with over 1.5 million visitors in just six months, the Elbphilharmonie is Germany’s new tourist hotspot.