Alternative marketing thinking

iCONTRACT

Broadway Testing Social Marketing

Just like everyone else in the world, it is the turn of Broadway marketers to use social media to tell their story. Broadway productions now offer pages on social networking sites. For example, the MySpace page for “In the Heights” features a blog with updates about the show, widgets that fans can embed in their own MySpace pages, a jukebox that plays songs from the show and several music videos from the cast. These include a parody of the song “Umbrella” called “Abuela,” and a spoof of “High School Musical” that features Lin-Manuel Miranda, the show’s lyricist and star, singing and dancing in Central Park. Like everything else, even the best of Broadway are simply testing unchartered waters. “It’s been more about casting the net and seeing what works,” said Sara Fitzpatrick, the director for the interactive division at SpotCo, an advertising agency based in New York that has worked on campaigns for “In the Heights,” “Shrek the Musical” and “Chicago.” “We’re still in the newer stages.” Read more in New York Times.

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