Assignment
Our assignment was to fuel the groundbreaking musical’s buzz and build viral endorsements, as well as generate press coverage.
Solution
Our solution was to launch the first ever full performance of a play via Twitter. We tweeted the entire show, including video footage and music. After the “performance”, we launched a talk-back series, allowing followers to ask questions. Finally, the followers wrote an actual song with the creative team.
Results
The results showed that Next to Normal was a huge success, with over 1 million followers. During the campaign we received thousands of messages, link clicks, retweets and references on Twitter. Next to Normal site traffic, ticket and cast album sales saw a sharp rise during this period.
The Twitter Performance also helped push the cast album to the top ten on iTunes and Amazon.com, something very rare for a Broadway musical. It really proves the importance of a creative team getting behind an interactive idea and making a connection with fans.