Fleadh Cheoil na hÉireann is organised by Comhaltas Ceoltóirí Éireann and is the largest of the annual Irish traditional music festivals, an event that attracts more than 500,000 people! Fleadh Cheoil in its conventional format was cancelled due to Covid-19, but as one door closed another opened for TG4 in the from of 4×90minute programmes containing engaging, entertaining content for the hundreds of thousands of people who couldn’t travel.
Increase Viewership on Air. Increase views to the TG4 Player (VOD). Entice people from all over Ireland throughout the world to join in the Fleadh celebrations using the hashtag #Fleadh2020.
What We Did
On location we captured and edited additional content specifically for social media with presenters Dáithí Ó Sé & Doireann Ní Ghlacáin as well as well known musicians. This content was then used to promote the show and the VOD aspect of our campaign. We tapped into a new wave of people learning Irish during lockdown. Our social media campaign was central to the success of #Fleadh2020 and brought TG4 to a worldwide audience in a way that was inclusive to all. Focus on User Generated Content (UGC) brought the audience as close to the event as they could possibly be in 2020. TG4 received videos from people all over the world and people watched their VOD from countries around the globe for the first time. Email marketing and online engagement played a central role in campaign success.