Assignment
We wanted to create an online destination where Roundabout Theatre Company subscribers could share and celebrate their commitment to high quality theater with like-minded theatergoers.
Solution
We tapped into Roundabout’s hit Broadway revival of the musical Sunday in the Park with George and developed “Connect: The Dot Project,” a tailor-made online community.
“The Dot Project” immersed site visitors in the musical’s themes with an interactive online digital canvas recreating a segment of Seurat’s painting, using 3,600 digital dots. Each dot became a way for site visitors to be a part of the world of the musical, interact with community members and share their Roundabout experience with friends.
Results
“The Dot Project” helped Roundabout solidify an already strong bond with its subscribers. And with viral tools and strong promotional partners like Playbill and Broadwayworld.com, the project drove an additional 15,000 engaged visitors to the site, giving these new visitors a positive entry point for the brand.