The Los Angeles Philharmonic is celebrating the 10th anniversary of the Walt Disney Concert Hall with several new digital initiatives including a microsite targeting tablet users and mobile-photo sharing.

The L.A. Philharmonic worked with digital agency Hello Design on the digital assets associated with the Walt Disney Hall anniversary. The company also has plans to unveil a revamped mobile application in the near future.

?Mobile is playing a huge role on our 10th Anniversary Web site,? said Amy Seidenwurm, director of digital media marketing at Los Angeles Philharmonic, Los Angeles.

?Millions of people photograph Walt Disney Hall each year, and we?re using Instagram, Flickr and Twitter to create a massive gallery of these pictures,? she said. ?We?ll have weekly photo contests when our season starts as well."
 
Mobile celebration
Consumers can access the microsite at http://www.laphil.com/wdch10. Via the site, consumers can learn more about the performance hall.

A section near the bottom of the page prompts users to tag photos with the hashtag #WDCH10. The brand is encouraging consumers to upload photos of their favorite Walt Disney Concert Halls photos via Instagram, Flickr and Twitter.

The photos are then aggregated onto a page within the microsite at http://laphil.com/wdch10/connect/instagram.html.

There is also a 360-degree panoramic video of a performance on the site that consumers can watch to get a better understanding of what the experience within the concert hall is like.

Additionally, a timeline that includes highlights of major milestones at Walt Disney Concert Hall, including premieres, guest festivals and milestones is highlighted on the site.

According to Ms. Seidenwurm, the content is optimized particularly with tablets in mind.

?We realize that more and more people are eschewing traditional PCs and getting all of their information via mobile,? she said. ?These people are likely our future ticketholders, so we need to make sure that their experience is as good as the desktop one.?

In addition to the microsite, the Los Angeles Philharmonic also worked with Hello Design to create a Web tool called Concert Master that asks consumers to answer a few questions about their preferences.

For example, one question asks consumers to pick an artist that best represents the soundtrack to their life.

The answers are then turned into recommended season concerts.

Mobile music
Besides the two new digital initiatives, the LA Philharmonic plans to relaunch its mobile app in the near future with additional content, including program notes, orchestra information and on-demand educational lectures.

The goal behind the LA Philharmonic?s mobile efforts is to augment the live concert performance in addition to helping consumers learn more about classical music.

?Most people are intimidated by classical music because of a lack of knowledge about the piece or performance they?re going to watch,? said Scott Arenstein, partner and account director at Hello Design, Los Angeles.

?A great way to enhance the concertgoing experience is with a little bit of information, even if it's just looking up the Wikipedia entry on the piece or composer from your device an hour before,? he said. ?This can help put your experience in a broader context and enrich the music.?

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York