In honour of John Lennon’s ideas and ideals, Steinway devoted him a limited edition grand piano: The Imagine Series. Promoting a limited edition piano, dedicated to John Lennon, is not easy. TV appearances, whether via traditional commercials, or in a branded context, are extremely expensive and due to the audience, extremely inefficient.Drawing customers from traditional circles and events, such as concerts, means appealing to a dying target group. Using John Lennon himself is out of the question – he is currently not in the shape to make appearances on TV or in the press.We had to invent a unique experience.

The message spread through the web: Thousands of Facebook ‘likes’, tweets by cultural leaders, blog posts, coverage in the press and a negligible number of Google+ +1s, led people to pianoforpeace.com, from where they once again shared the project in their social networks.Success!In just 8 hours, tens of thousands of viewers witnessed people from more than 80 countries playing more than 400 songs virtually on the analogue piano.Which, by the way, means an increase of 19.900% compared to an average of 2 people, who usually come to a Steinway store. Sounds weird? It’s just math: ((400-2)/2)*100=19.900Nevertheless, most importantly, people experienced Steinway as a communicative, touchable brand, ready to represent, what the Imagine Series is dedicated to: the ideas and spirit of John Lennon.