Which innovative product launch strategy did the Royal Shakespeare Company use for their 2018 tech-integrated production of 'The Tempest'?

Performing arts organizations frequently launch new seasons, productions, or theatrical merchandise with carefully orchestrated events. These product launches in the arts world combine creative marketing, theatrical elements, and audience engagement to generate excitement and boost ticket sales. Test your knowledge about how performing arts organizations maximize the impact of their product launches in this challenging trivia question!

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They released a VR experience allowing potential audience members to 'walk through' key scenes before tickets went on sale
They staged flash mob performances in London Underground stations featuring real-time motion capture technology
They created limited edition 'smart costumes' that audience members could purchase and wear to interact with the performance
They launched a mobile app that unlocked exclusive content when pointed at billboard advertisements around the city