Broadway.com
The Ask: Foster brand love amongst theatrical fanatics to drive visits to Broadway.com.
The Who: The ex-theatre kid who’s all grown up. Now with kids of his own, this father longs to share his passion with his kids, but he’s having a hard time reaching them through their busy schedules and ever-present devices.
Setting The Stage
Through this video spot, we will introduce the main idea guiding the campaign: Broadway.com offers an opportunity for parents to bond with their children in a unique and memorable way. In other words, the show always ends but the memories last forever. In a time when technology and busy lives are impeding real connection, Broadway.com leads the way to creating experiences that families can cherish forever.
Stage Door Inspiration
The playbill style is iconic and instantly sparks the idea of Broadway. In combination with the sentimental imagery, we will evoke our campaign idea that the final curtain is just the beginning.
After The Encore
To round out this campaign, we wanted to find a way to encourage our target audience to directly engage with Broadway.com. Our solution was to create a rewards program that could live within the Broadway app and on the Broadway.com website. This rewards system allows users to collect points through activities like purchasing products from corporate partners, attending shows, and more. The points earned can then be used for rewards such as exclusive offers or show tickets. To specifically connect with our target audience, the app can offer special reward opportunities like tripling points earned on Father’s day.
The Execution: My shining achievement from this campaign was writing the tagline: “The final curtain is just the beginning”. This connected to our main idea of connecting through shared experiences, spoke to the consumer’s desire to bond with their children, and served as inspiration for our entire campaign. I also collaborated with my team to create the user experience app, and then further simplified it to make it clear and understandable.