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

It’s Never Just A Selfie

It’s smiles all around as AKA’s infectious “selfie” campaign sets up IT’S ONLY A PLAY for a record-setting run.

• Campaign Objectives •

Terrence McNally’s backstage comedy IT’S ONLY A PLAY didn’t lack for star power. Broadway favorite Nathan Lane was joined by F. Murray Abraham, Matthew Broderick, Stockard Channing, Rupert Grint, Megan Mullally and newcomer Micah Stock at the Gerald Schoenfeld Theatre.

The question was, how best to take advantage of the show’s celebrity cast? AKA’s answer took the form of a shrewd, multi-dimensional campaign with advertising, social, publicity, viral and front-of-house components, all based on today’s most ubiquitous cultural icon: the selfie.

• EXECUTION •

• EXECUTION •

Gathered the show’s star-studded cast for a group selfie. Broke the shot nationally on Entertainment Weekly. Watched it go viral.
Placed a life-size print of the group selfie outside the theater so passersby could take their own selfies with the cast using the hashtag #itsonlyaselfie.
Made an even bigger splash on opening night with an epic selfie event in Times Square. Attendees at the red carpet ceremony—stars and fans alike—took selfies that were live-streamed onto a digital billboard in a Broadway media first.
Supported the campaign with television, print, front-of-house and online media, direct marketing and promotions all tied to the selfie theme.
1.4M+Organic Impressions via Social Media
$140,000+in Media Value
5M+Impressions in News Coverage
$37M+in Total Broadway Revenue
$12.82made for every $1 spent

• RESULTS •

In the wake of its October opening, IT’S ONLY A PLAY breaks the house record for weekly gross. It tops that during New Year’s week.