Billy Elliot and Capezio
Objective
Allied Live created a strategic partnership with Capezio to generate excitement and exposure around the Broadway opening of Billy Elliot.
Elements
The partnership included an integrated program of outdoor, retail, online, and direct response exposure.
Outdoor Elements
Retail Elements
Online Elements
Direct Response Elements
Overview of Results
Billy Elliot received over $135,000 worth of media and promotional exposure from the Capezio partnership.
Allied Live created a strategic partnership with Capezio to generate excitement and exposure around the Broadway opening of Billy Elliot.
Elements
The partnership included an integrated program of outdoor, retail, online, and direct response exposure.
Outdoor Elements
- Exclusive three-month window display at Capezio’s 51st Street retail location. All windows along the Broadway side of the store were taken over with Billy Elliot signage.
Retail Elements
- Billy Elliot tent cards displayed throughout four NYC Capezio retail locations for three months.
- Billy Elliot flyers placed inside bags for all Capezio purchases for three months.
- In-store ticket giveaways hosted at four NYC Capezio locations.
- In-store autograph session with Billy Elliot cast members.
Online Elements
- Two e-mail blasts sent to Capezio’s list of 100,000 names
Direct Response Elements
- Billy Elliot cast members featured in the January 2009 Capezio Catalog and 2009 Direct Mail Catalogs, representing a total reach of 103,000
- Catalog photography by renowned dance photographer Lois Greenfield
Overview of Results
Billy Elliot received over $135,000 worth of media and promotional exposure from the Capezio partnership.
