Broadway shows are employing viral marketing campaigns and reaching out into the social network space for new ticket buyers, according the New York Times.
Kevin McCollum, a producer of shows like "Avenue Q," "In the Heights," "Rent" and "[title of show]," said he was a strong advocate of using the Internet to reach a niche audience that might not be accessible through traditional marketing. His theory is that the more people gravitate toward technology, the more they will hunger for human interaction. "Technology is the tool, not the destination," Mr. McCollum said. "The destination is a live audience."Cell phone audio reviews:
"For "Hair," which is headed to Broadway in March, fans will get the chance to text their reviews to the show's Web site immediately after a performance. This concept, known as mobile marketing, is a natural fit for live entertainment, said Situation Interactive's president, Damian Bazadona, because people tend to have cellphones with them at all times. "Mobile is entrenched in everything we do," Mr. Bazadona said. "It's happening full swing. It's becoming part of the overall marketing plan."And there's video games:
For "9 to 5: The Musical," the firm is working on an online game in which players can upload pictures of their bosses for a shooting gallery. The show's Web site will feature personalized e-cards, featuring the voice of Dolly Parton greeting recipients.And there's blogging:
"For "November," the playwright David Mamet contributed a blog, writing as the play's lead character, the president of the United States."But the article ends with this:
""In the theater, there is only one proven marketing technique that works: to generate word of mouth," Mr. McCollum said. "Everything else is a shot in the dark."