We all know those seats in theatres where either the view or the sound aren’t too good; for some they are too close; or too far away for others. Every time you buy a theatre ticket online you wonder – what is the view going to be? To answer that question we have created IMKAGRAM for IMKA theatre, where everyone can check the view on the stage from a chosen seat – and then buy the ticket.

The actors from the theatre have recorded 278 mini-plays, exactly the number of the seats in the audience. Each play was shot from a dedicated seat.

When creating IMKAGRAM we wanted to show the theater’s strongest points – the crew. The actors have staged 278 unique 15-second long mini-plays – and we have recorded every single one from a different seat from the audience. Thus we have gathered an exceptional content for Instagram and made it available for everyone. In order to promote art we have used the most visual medium there is – the Instagram; we have given the public an useful tool and a pre-taste of emotion awaiting then in IMKA theatre.

IMKAGRAM may be attached to any play planned to be staged.

IMKAGRAM is made of 278 short theatre plays performed by some of Poland’s most popular actors. With over 1 hour of video it’s pure entertainment. When we launched it, the average time spent on IMKAGRAM was over 5 minutes. As a tool it can be attached to any play. Those that we promoted achieved a 57% boost in ticket sales. IMKAGRAM received a warmest welcome from theatregoers and the general media. The buzz it created helped Imka Theatre to avoid bankruptcy it faced, when one of its sponsors pulled out in the mid 2015.

IMKAGRAM, an Instagram profile and something much more than that - a tool, designed for people who are constantly online and aware of current trends. To gather their attention we opted for an unique content with an actual value. Instagram, mainly used for contesting images allowed us to answer the insight in a natural and extremely involving manner: we have shown the view from every seat in the audience. And then with just a few simple moves everyone could buy the ticket for a seat you’re watching from.

IMKA is one of 50 theatres the 2-million city of Warsaw. It faces strong competitors; nonetheless in this quite conservative theatrical environment the young IMKA theatre still has the ambition to set new trends.

Brief stated the following: to create a communication stretching further out from the theatres’ typical means of communications - thus reaching the younger recipients within the target group.