ALL THE WAY IT'S ONLY A PLAY MATILDA ONCE THE MUSICAL ROYAL OPERA HOUSE

Riding the Native Content Wave

Exclusive content and a first-of-its-kind native advertising initiative produce box office “Gold” for Tony-winning musical.

• Campaign Objectives •

Based on the 2006 beloved film, ONCE is not the sort of musical that dazzles with glitz and glitter. Rather, it seduces audiences with an intimate, romantic tale set in a cozy Dublin pub and enchanting music performed by the actors themselves.

The novelty and emotional power of ONCE brought it a Tony Award, but it also posed a marketing challenge. Audiences almost had to experience the show first to feel its charm. In advance of the show’s 1,000th performance, AKA sought to rebrand ONCE and transcend that barrier through an innovative and nuanced campaign that brought the on-stage magic to life.

• EXECUTION •

• EXECUTION •

Rolled out a multi-tiered marketing, advertising and social strategy based on the show’s authenticity and capitalized on a score that uniquely won Grammy, Tony®, Olivier and Academy awards.
Created a high-concept, music-driven TV campaign that captured the show’s stirring emotions while virtually placing viewers on stage with the performers.
Launched a first-of-its-kind native advertising campaign with New York Magazine and Vulture.com, providing potential audiences members with exclusive content through a dedicated hub.
Promoted deeper engagement through social sweepstakes, “blog-vertorials,” targeted web ads and sponsored Twitter posts.
Promoted the show’s 1,000th performance and the surprise appearance of Glen Hansard through video delivered overnight across multiple digital channels.
3minspent on
custom Once content
on Vulture
(industry avg.
is 49 seconds)
115,000Youtube
Views
1.2M+Online Impressions
29%Increase in Website Traffic
20,000+Leads Generated

• RESULTS •

Audience engagement soars with sharp spikes in online contest participation, hashtag activity, and YouTube views, culminating in the highest one-day total for website visits in the show’s history.