Home>>Case Studies>> RENT Finale B Contest and Life Cafe

RENT Finale B Contest and Life Cafe


Objective

In celebration of RENT’s 12 amazing years on Broadway, Allied Live partnered with the iconic East Village restaurant (and setting of the show’s Act 1 finale, “La Vie Boheme”), Life Café, to host an online video contest and closing weekend fan party.

The objectives of this partnership were:
  • To generate excitement and press around the closing of RENT on Broadway
  • To give back to RENT’s biggest fans, who supported the show throughout its long Broadway run
Elements
  • Finale B: Online Video Contest
    • From July 14, 2008 to August 11, 2008, SiteforRENT.com hosted a nationwide online video contest entitled “Finale B,” in which RENT fans were encouraged to submit a two-minute video expressing what the show means to them.
    • Fifty winners were chosen to receive a prize package consisting of:
      • An invitation to join cast members, producers and fellow fans for a Closing Weekend party at Life Café on Friday, September 5, 2008
      • One ticket to the matinee performance of RENT on Saturday, September 6, 2008
      • The chance to win, via lottery, a pair of tickets to RENT’s final Broadway performance and post-show party on Sunday, September 7, 2008
    • Fans could create their own video, or could visit Life Café to film a video in the restaurant. Equipment and technical assistance were provided to Life Café through a partnership with the New York Film Academy (NYFA).
    • The contest was publicized through the following channels:
      • SiteforRENT.com homepage video and link
      • SiteforRENT.com “Hot News” items
      • E-mail newsletters to RENT fans
      • Text message blasts to RENT fans
      • Copy and link on LifeCafe.com
      • RENT’s YouTube channel
      • RENT on Tour Facebook Profile
      • Articles on BroadwayWorld.com and TalkinBroadway’s “All That Chat”
  • Life Café Party
    • On Friday, September 5, 2008, Life Café hosted a party in celebration of RENT’s final weekend of Broadway performances. The party saw a capacity crowd, including producers, former cast members, press, Larson family members and the 50 winners of the Finale B online video contest.
    • Activities featured throughout the night included:
      • Open mic session for fans
      • Dedication of the “Jonathan Larson Bench”
      • Lottery drawing for one pair of tickets to RENT’s final Broadway performance and post-show party
      • RENT-themed food and beverages
Overview of Results
Copyright © 2010 Allied Live. All Rights Reserved.