Brand Sponsorship Event
“We ushered back theatre with the re-opening of Broadway after going dark for 18 months — our goal was to support New York’s cultural and economic rebound making the thousands of people in the theatre community financial strong.”
Broadway is back! GMA earned media helped get word out about the 3-day live event in the middle of Times Square
Our online video was so well liked that we decided to run it during the TONY Awards national broadcast on CBS TV
We created real time social content to promote the 3-day event
'Light the Way for Broadway' experience drove donations to support theatre professionals to help the comeback. We wanted to help performers as well as the ushers, ticket takers and stagehands
OOH takeover in the heart of Times Square
Case study video
Video content we scripted and filmed played on Playbill.com
Last year was the 3rd year of our partnership with Playbill and the Times Square celebration was even bigger, featuring performances by theatre’s biggest stars including our brand ambassador, Brittney Johnson from Wicked
Promo for the Be a Star augmented reality fan experience where people could see themselves on a Times Square billboard
Earned media for our ticket giveaway
Visitors scanned our QR code to get the full run of show
We promoted the event on Prudential .com and Playbill’s website
Over 800,000 people attended over the weekend