The Drowsy Chaperone Beach Initiative
Objective:
To introduce the musical The Drowsy Chaperone to potential ticket buyers and create awareness of the show’s Tony success and upcoming cast recording.
Elements:
Overview of Results:
The beach campaign exposed thousands of beach-goers to The Drowsy Chaperone, contributing to its sustained popularity and consistent ticket sales during the summer of 2006.
To introduce the musical The Drowsy Chaperone to potential ticket buyers and create awareness of the show’s Tony success and upcoming cast recording.
Elements:
- Beach Team: Allied Live recruited and hired five enthusiastic, young promoters to visit select New Jersey and Long Island beaches every weekend from Memorial Day through Labor Day weekends. Each team member was outfitted in The Drowsy Chaperone T-shirts, and hats.
- Giveaways: Team members passed out branded yellow frisbees instructing beachgoers to “Catch our Show.” Frisbees also included the show’s website www.drowsychaperone.com.
- Engaging the Public: Team members enhanced the public’s participation and increased buzz by playing portions of the cast recording, and taking pictures of families and children playing with the frisbees.
Overview of Results:
The beach campaign exposed thousands of beach-goers to The Drowsy Chaperone, contributing to its sustained popularity and consistent ticket sales during the summer of 2006.
