If you know me on the personal side, you know I love the theater. Broadway is in my blood. I see on average 1 show a month. Musicals are in the top 5 things out of life that make me happy and Broadway just makes me excited. If you know me on the professional side, you know that I love digital marketing for major brands and figuring out ways that consumers can interact with the things they love most.
So, when I get to see two things come together, and done in a great way, it's something to talk about.
I saw American Idiot this weekend. If you haven't seen it yet and you grew up like I did seeing Green Day become one of the top rock bands ever, go see it. Billy Joe Armstrong is in the show right now until the end of February and he brings a level of rock to the already energetic show singing Green Day songs as told through the story of a post-9/11 youth struggling with the life they're leading. It's awesome.
Inserted in the Playbill, was a text code to get a download from the performance. A personalized version of Time of Your Life, sang at the end of the show. And bonus, I was at show # 300. Adding to my collection was a special memory from my night. The site where I downloaded the song also included other supporting links to Facebook, Twitter, YouTube, Yelp and NY Times to add your own reviews.
More and more shows are using the internet to get the word out. While this shouldn't be a big deal for many brands, remember that Broadway is a bit on the older school of thought. And in a good way for some things. It's still great in my eyes that you use an actual ticket to see a show. Not a QR code or bar code. There's something nice about a tangible ticket. Ken Davenport agrees.
But in a way, there still needs to be that growing adaptation of the theater to media to the consumer to hype the buzz. This younger generation who spend endless hours on Facebook are ready and able to spread the word about something they like. Theater, is that for many. AdAge today wrote about Broadway adapting the internet as a marketing channel and the success it's seen. While it may not be needed for legendary shows like Phantom (side note: that show feels like it's been on Broadway forEVER) it can help the younger and newer shows that need that audience to keep it alive. Some shows have come and gone so quickly in recent months and I can't help but think that adapting and early media plan online can do just the thing to help boost the crowds and generate a fun fan base.
