Brands that want to cut through the noise should take a page from the Broadway playbook.
Why? Collectively, Broadway productions are powerhouses. In the most recent theater season, Broadway generated $1.53 billion from 12.3 million admissions. Plus, 65 percent of attendees were tourists, proving that while the shows are performed in New York City, they have a global following.
To reach this level, Broadway productions must overcome two staggering challenges. First, they need to stand out in New York City – the most competitive (and expensive) media market in the United States. Second, they must make their impact immediately. Many shows have a limited run of 16 weeks or less, meaning there’s no time to slowly build an audience, and even shows without a set closing date have to find their footing fast if they want to cover weekly costs.
It’s no surprise, then, that Broadway marketers excel at cultivating passionate customers almost overnight. One proven method is “the Broadway tease.” By utilizing the showmanship and storytelling of live theater, this seductive approach can make a brand instantly captivating.
Here’s how it works.
Build a Mystery
Consumers are inundated with blunt sales pitches, so when a brand creates a bit of mystery, it’s much more likely to get attention. Earlier this year, for instance, the actors Kit Connor and Rachel Zegler posted single letters – an R for him, a J for her – on their social media channels. This stoked mass speculation among their fans until it was announced the pair would star in a Broadway revival of Romeo + Juliet. Because it solved a riddle, this revelation was much more satisfying than a straightforward launch announcement.
A similar mystery unfolded this spring when an electronic sign next to Broadway’s Majestic Theatre began flashing seemingly random letters. Theater influencers in the area noticed right away, posting photos and videos of the inscrutable text. Broadway fans around the world got so obsessed with solving the puzzle that within 24 hours, the first influencer post about the sign garnered over 1 million impressions. Whatever the message was, an army of people was ready to hear it.
Galvanize Fans
It mattered that the sign was flashing in the heart of New York’s theater district. This signaled the message was for core theater fans who were likely to build buzz and spread the word.
And there was more. As the sign enticed passers-by, Broadway legend Audra McDonald posted a picture of a cow on her Instagram account, along with the message “This is Caroline. I like everything about her fine.” That might have meant nothing to casual observers, but to theater avids, it was an obvious quote from the musical Gypsy.
Those same theater lovers had heard months of rumors that McDonald was returning to Broadway as Mama Rose, Gypsy’s iconic lead character. Her post was a wink to those superfans – proof she was listening. It created an online frenzy, and some suspected the cow photo was connected to the puzzle at the Majestic.
Eventually the sign revealed its full message – AUDRA GYPSY – and McDonald herself announced she would star in the show. But that was just the cherry on top. Thanks to the irresistible tease – and the power of those superfans who spread the word – the Gypsy revival was an event before it was even confirmed.
Invite the World
Gypsy was ready to capitalize on this initial surge.The tease was immediately followed by a robust campaign that included a snippet of McDonald singing the score and a broad high-profile awareness media campaign. Meanwhile, theater fans that relished the hints and games eagerly spread the word – getting in front of a whole new audience. As a result, the show collected 8,000 social media followers in just a few hours, and first-day sales were spectacular. That laid the groundwork for a vibrant Broadway run.
The campaign was crafted by AKA NYC, a Manhattan-based agency specializing in attractions and entertainment. For Miky Wolf, AKA’s Chief Creative Officer, it was clear Gypsy’s launch had to be worthy of the beloved material. “We needed to accentuate the power of showbiz,” he says. “Fans, new and old, needed to fall in love with how this campaign came out of the gate. In the end, the blueprint was right there in one of this musical’s classic songs: ‘Let us entertain you, and we’ll have a real good time.’”
The lessons of the Gypsy launch can reach far beyond the footlights. A well-constructed tease can invigorate any brand in any industry. To learn how, simply contact hello@aka.nyc.