In 2014, tasked with launching the UK premiere of this hit Broadway musical at the St James Theatre (now The Other Palace). JHI created an innovative and interactive teaser online launch of this musical to create hype and engage musical audiences via social media. We created a website under the name of the UGC (the company featured in the musical) which showed a water tower with levels increasing daily and with those levels the ticket prices for the ‘unknown’ show increased, meaning that every day you didn’t buy, the tickets became more and more expensive. Early adopters got their tickets for £10 and were the first to be engaged with for announcements and finally 6 months later, and after much speculation, the name of the show was revealed. Those early adopters were then allowed to use a personal code to pass on to friends to also buy tickets at the price that they had purchased. And the person with the most referrals won a trip to New York.
It was an innovative and engaging idea and meant that less money was spent on conventional media with just a small LEP (London escalator panels) campaign and a partnership with the Evening Standard to support the below the line direct marketing.
Partnerships were researched with Just A Drop charity and London’s Urinal Walking Tours!
The show sold-out at The Other Palace and transferred to the Apollo Theatre.