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.
custom Once content
is 49 seconds)
29%Increase in Website Traffic
• 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.