The telecoms brand will work with the National Theatre to amplify the theatrical experience beyond the stage. It will activate around the partnership, encouraging the general public to use mobile technology and innovation to bring the musical to life, and create their own Wonder.lands.
The sponsorship deal forms part of Vodafone’s efforts to highlight the benefits and pitfalls of the internet. Previous campaigns include the publication of its Digital Parenting magazine, and its #BeStrong anti-cyber bullying emoji initiative.
Wonder.land explores the story of Aly, who discovers a mysterious online world and toys with the idea of creating a new life for herself there. It combines live theatre with digital technology and video projection, while Blur’s Damon Albarn has composed the score.
The production previously ran at the Manchester International Festival in July.
Cindy Rose, consumer director at Vodafone UK said: "Not only is Wonder.land an amazing production, but it highlights some really important issues that are particularly relevant for many teens today, such as the positive and negative impacts of today’s digital world, whether it’s the ability to keep in touch with friends and family more closely or cyber bullying.
"The responsible use of digital is something we’ve been championing for many years and we’re delighted to be able to support such an innovative production and build on the experience beyond the stage."
Rufus Norris, director of the National Theatre, added: "We’re thrilled to welcome Vodafone as sponsor for Wonder.land. This exciting and unique partnership will give our audiences a chance to experience the magical world of Wonder.land for themselves.
"There’s also a strong connection between some of the themes of Wonder.land and Vodafone’s approach to the digital world which gives real depth to our partnership, and we are delighted to be working with them in this way."
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