On October 9, to celebrate the opening night of IT’S ONLY A PLAY, AKA launched a “Broadway First” media opportunity in Times Square! IT’S ONLY A PLAY was featured on Branded Cities’ innovative Times Square digital billboard and featured a live stream of selfies from the red carpet, the theatre, and fans, all uploaded throughout the evening on Twitter and Instagram using#itsonlyaselfie. This major advertising moment highlighted the spirit of the “celebrity selfie” activity that has been a through-line of the campaign since the show’s launch.

The big picture: the ever-changing landscape of Times Square means more opportunities for innovative media placements, and AKA and IT’S ONLY A PLAY were at the forefront with the creative use of social media channels!