Sometimes a new Broadway musical makes a social media push with Twitter and Facebook and Instagram — and sometimes it does it with a real-world, hand-delivered bottle of poison.
However, recently there are several new digital marketing ways for Broadway marketers (from 'How Broadway’s Digital Marketers Aim for Buzz Outside the Box')
An extension of a “Gentleman’s Guide” digital campaign that had been running since the musical opened in the fall, the unusual foray into the real world marks just one way that Broadway producers and marketers try to think outside of the box in harnessing the power of social engagement and digital marketing without coming off like they’re, y’know, selling something.
Another notable social-media initiative launching this spring comes from "If/Then" the Idina Menzel topliner that began performances in March. Billed as the first time a Broadway show had partnered with a digital publisher, “If/Then” has teamed with Mashable for a four-week campaign, that solicits fan submissions based on the musical’s central conceit of a single, seemingly small moment that shapes a life forever. When it’s over, Kitt and Yorkey will write a song inspired by one or more of the submissions.
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