BY EU STUDIO

Updated Friday, October 28, 2022-13:24

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The Teatro Real is the operatic reference in Madrid, but it is also one of the digital cultural epicenters of the Spanish geography.

It is, to say the least, curious how an entity represents both the importance of classical culture and adaptation to new times thanks to the digital ecosystem sponsored by Telefónica.

In recent years, the telecommunications company has reinforced the interactive nature and communication with users.

If in 2015 Wi-Fi was installed throughout the venue and in 2016 the functionalities and web services were expanded, 2019 was the year of the digital takeoff of the Teatro Real.

My Opera Player is a digital platform that allows lovers of opera, dance and classical music to access a greater number of titles, both of its own production and those of other associated institutions.

Among them, entities as important as the Gran Teatre del Liceu, the Great National Theater of China, the Colón in Buenos Aires or the San Juan Bicentennial Theater in Buenos Aires.

The collaboration between the Teatro Real and Telefónica has maintained its productivity to this day.

Its latest innovations are the implementation of a CRM as a platform for customer relations and a new Audioguide App on mobile devices, created in July 2021,

for visitors and the implementation of a CRM as a platform for customer relations.

This solution allows the Teatro Real to have a 360º view of its users, better understand their tastes and extend and deepen its omnichannel communication.

In addition, it allows you to expand your offer and attract a younger audience.

As a result of this initiative, the Teatro Real, once again, wanted to wink at this young audience and make them participate in the opening of its opera season 22/23.

On October 21, the Young Preview of the opera Aida took place for those under 36 years of age.

This project, which began in September 2020 with the preview of Un ballo in maschera, is the ninth Youth Preview since then.

On this occasion, an After Opera was offered in the Ballroom after the performance.

The premiere of the opera was held on October 24 with the presence of SSMM los Reyes.

Patronage

Telefónica has been a digital patron of the Teatro Real since 2005. In addition, it is a sponsor every other year of Opera Week, which is held in July every year.

This work earned

her the award at the first edition of the Teatro Real awards this past June 7.

The Royal Theater and its workers have a prominent space on Telefónica's #BestConnected platform.

A place that is built on the talent of so many could not fail to be present in a space that brings together outstanding personalities such as Ferran Adrià, Kamran Omarli or the opera director, Gustavo Dudamel.

Made by UE Studio

This text has been developed by UE Studio, a creative branded content and content marketing firm from Unidad Editorial, for TELEFÓNICA.

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