The Broadway League Sampler on iTunes
Objective:
Increase awareness, interest and ticket sales to touring Broadway shows by exposing audiences nationwide to music from Broadway shows that are currently running in New York and coming to their markets.
Elements:
Overview of Results:
Increase awareness, interest and ticket sales to touring Broadway shows by exposing audiences nationwide to music from Broadway shows that are currently running in New York and coming to their markets.
Elements:
- Creation of a Broadway sampler which includes songs from current Broadway and touring musicals
- The Broadway League sampler is downloadable from iTunes at no cost to the consumer.
- The sampler is available from the iTunes store, accessible with a special code located on the back of a branded card.
- iTunes designed the branded card and landing page utilizing The Broadway League logo.
- Local markets will use the sampler cards for subscription incentives, in-theater giveaways, sponsor benefits, and promotions.
Overview of Results:
- 275,000 cards were distributed for the pilot program in the spring of 2009.
- The program received a 12% redemption rate with a total of 33,000 redemptions on iTunes.
- The second sampler card is currently under production, and the program will take place biannually.
