AKA hosted group agents and partners at Samsung’s 837 NYC on October 14 for an interactive Broadway first: a CHARLIE AND THE CHOCOLATE FACTORY Virtual Reality experience. The satisfying event also included a performance by Willy Wonka—two-time Tony winner Christian Borle—and a conversation with the creative team.

Throughout the week leading up to the group sales event, CHARLIE took over 837’s selfie station and 360° photo booth, and had themed content on TVs, phones and tablets throughout the space, in addition to the VR experience. Fans were invited to LITERALLY step inside a world of pure imagination, and over 8.1K Wonka themed interactions took place.

The delicious CHARLIE teaser trailers showing the candy-fication of NYC were taken to a whole new level for this full-sensory event—it was so good you could almost taste it. Thanks to the teamwork of our Marketing and Promotions team and our Content team, this partnership between CHARLIE and Samsung was a sweet success.

CHARLIE AND THE CHOCOLATE FACTORY The New Musical begins Broadway previews March 28, 2017. Visit CharlieOnBroadway.com for more.