Engaging the Consumer

Overview

In 2019, a Central Florida live entertainment venue hosted the first-ever Orlando engagement of a Broadway smash hit musical. The globally sold-out show was highly anticipated wherever it toured. In Orlando, the show sold out within a day—leaving no need for marketing spend to generate additional awareness. Nevertheless, we wanted to generate excitement throughout Central Florida and build brand value.

Challenge

Generate excitement and social media engagement for both show attendees and those who follow them

Insights

The beautiful venue was already highly photographed and socially shared, plus the Broadway show had global renown

Solution

Capitalizing on the our insights, we decided activate our own free asset—the venue itself, to generate guest excitement and help us spread the word across the social sphere. Serving both as a huge out of home installation with the show's logo highly visible from several blocks away, and a great engagement tool with street-level installations, including a unique hashtag, this was a first-of-its-kind use of the building.

Measuring Success

Guest engagement and social following growth

Results

• Generated tens of thousands in social engagements and hundreds of thousands in social media impressions

• More than half a million impressions using unique hashtag

• Grew social followers +300% year-over-year during the three-week engagement