Objective:
To reach a multicultural audience for The Color Purple through a series of initiatives with 107.5 WBLS New York and in turn, introduce this Broadway event to the African American community.
Elements:
“The Purple Circle” Promotion with Mark Jordan
Weekdays, 10am to 2pm from November 7, 2005 through November 22, 2005, WBLS gave away 30 tickets to listeners who called in to “The Mark Jordan Show.”
WBLS provided (10) :10 second live promos, (10) :10 second prerecorded promos regarding the ticket giveaways as well as inclusion on WBLS website.
In addition to tickets, The Color Purple provided a post-show Q&A with winners.
Total Value: $30,000
“The Color of Generations” Promotion with Wendy Williams
Weekdays, 2pm to 7pm from November 18, 2005 through December 16, 2005, WBLS gave away 30 tickets including 5 Family-Four packs to listeners who called in to “The Wendy Williams Experience”.
WBLS provided (10) :10 second live promos, and (10) :10 second pre-recorded promos regarding the ticket giveaways as well as inclusion on WBLS website.
In addition to tickets provided by The Color Purple, B.Smith’s provided 20 dinner vouchers
Total Value: $30,000
“Verizon Wireless Presents The Color Purple on WBLS”
For three weeks in November and December 2005, WBLS provided name mentions through (5) :10 second Solicitation Live liners, (5) :10 second Execution Live liners, and (10) :10 second WBLS "What's Happening" calendar pre-recorded announcements.
The Color Purple provided 5 ticket vouchers each week totaling 30 tickets which were given away to listeners.
The Color Purple provided 10 tickets as part of the Verizon Staff Sales Incentive plan.
Total Value: $39,000
Overview of Results:
Exposure through WBLS fostered an awareness of The Color Purple in the community demonstrated by high numbers of ticket purchases by people of color. WBLS’ partnership with The Color Purple offered listeners opportunities to win tickets to the show and for talk-backs with the cast.
