xHumed: How The Industrial Age Forged Our Digital Future was an ambitious project which, for one day only, resurrected the legendary figures of the industrial age, including War of the Worlds writer H.G. Wells, Frankenstein author Mary Shelley, and Birmingham's celebrated industrialists. Digital and social media, artistic and theatrical means were used to bring the speakers to life.
The world premiere took place at Library of Birmingham. xHumed approached Rewired for a short-term project to help drum up support, interest, press and ticket sales in Birmingham and West Midlands.
Rewired quickly devised a campaign which utilised media relations, social media and direct marketing. One of the keys to the campaign was overcoming the challenge of promoting an unusual concept where the main protagonists had died hundreds of years ago!
Initial focus was placed on securing media coverage that both explained xHumed's challenging concept and reflected the event's innovation. Communications were issued across key mainstream, culture and history media both online and in print. Rewired devised and distributed promotional flyers, engaged with Birmingham's influential bloggers with exclusive Easter Egg content, and instigated a Halloween-themed Twitter campaign.
Rewired secured an unprecedented week-long slot with the Birmingham Post where five of the deceased speakers took part in a Q&A feature. Promotion of the event itself featured prominently across regional online event listing sites, whilst the #whotoxhume Twitter campaign created timely pre-event buzz.
The social media reaction to the well-attended event was universally positive, helped by summary blogs and social media comments by invited bloggers.