Mean Girls on Broadway 

The client: Mean Girls on Broadway 

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The brief: Take a beloved brand and introduce it in a new form to a new audience. Create a vast array of assets to increase excitement, build a following, and encourage ticket purchases leading up to the opening and as the brand grows and expands. Set Mean Girls on Broadway apart from the film by creating a distinct voice for a new generation while still leveraging the global love of the brand. 

 

The solution: Utilize iconic elements from the film to build an online fanbase and introduce the Broadway characters through hundreds of pieces of custom video and digital content. Encourage buzz through live event marketing at key moments in the Broadway and film worlds. Continue to grow and develop the voice alongside the brand by integrating with top pop culture moments, building fan loyalty with personalized engagement, contests, and more, and crafting live, interactive events to reach a larger audience.

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The impact: An active following of hundreds of thousands of fans, millions of impressions across social media, and a show that grossed over $124 million with 838 performances on Broadway, earned extensive press coverage, a national tour, and an upcoming movie adaptation. So fetch!

 

The provided services: Live event concepting, paid media, email marketing, live content capture, social content, video scripting, live event scripting, website creation 

 

Clio Awards 2019 - Bronze Winner

Mean Girls Broadway: We Made Fetch Happen

Live Entertainment: Social Media

Category: Multi-Platform

 

Clio Awards 2019 - Silver Winner

Mean Girls Broadway: Mean Girls Burns Broadway

Live Entertainment: Social Media

Category: Multi-Platform

 

Shorty Awards - Winner

Mean Girls Day Facebook Live Viewing Party with Tina Fey & Busy Philipps

Category: Facebook Partnership, Facebook Live, Entertainment, Contest or Promotion