Twitterata, Don Twitter, Madame Twitter, TwitterDot, The Twitter of Seville...
Whatever Twittertastic name you call it, Deloitte Ignite 2009’s Twitter Opera displayed the innovation and creativity central to the Deloitte and Royal Opera House relationship.
The tweets were set to original music by composer Helen Porter entwined with some familiar opera tunes, creating a fun take on traditional opera. Excerpts were performed at the Royal Opera House during Deloitte Ignite 2009. Deloitte also provided 20 Deloitte laptops for tweeters to feed the creative process during the three day festival itself.
Alison Duthie, Head of Royal Opera House commented before the event: "It is the people's opera and the perfect way for everyone to become involved with the inventiveness of opera as the ultimate form of storytelling. Expect the unexpected. Who knows how the story will evolve, but get tweeting and you can play your part in the opera.“
“...The bizarre wit and ingenuity of the Twitter Opera: not, I think, a work that will enter the operatic canon but one that had all types of people laughing together at the ridiculous plot and enjoying this dash of collaboration between new media and an art form with an unjust reputation for being stodgy and dull”
Using social networking to spark the creative process of Twitter Opera helped Deloitte Ignite 2009 to secure national media coverage from a number of publications, including the Times online, BBC, Telegraph, Reuters and Sky News. International media coverage in more than 30 countries, included articles in the New York Times, Le Monde, China.org.cn and Brisbane Times. Engaging a wide cross section of people through this ground breaking approach typifies the ability of the Deloitte/Royal Opera House sponsorship to change perceptions of both organisations and to create debate.
Deloitte and the Royal Opera House won a Digi Award for the Best Use of Twitter in September 2010.