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Case Study

Chicago The Musical


Chicago The Musical

Create ubiquitous, tri-state holiday promotion for longstanding Broadway hit.


Partner Name

  • Duane Reade looking to create “added value” with exclusive offer for loyal customers as well as generate excitement in select Manhattan stores
  • Coca-Cola wanted to leverage borrowed equity of legendary show in fully integrated offline/online promotion with key retail partner (250+ stores)


DescriptionUnprecedented “Buy 3 Get 1 Free” ticket offer plus free show CD Prominently featured in store circular (circulation 2.5M/week), beverage aisle shelf talkers, register POS and in-store radio (chain traffic 6.8M/week) WPLJ prerecorded promotion spots/giveaways plus email blast to 100K+ fan base Cast appearances in 5 Manhattan stores supported by WPLJ street teams Integration into promotion areas of Duane Reade/Chicago the Musical sites Dedicated PR push by Coca Cola in-house team/outside agency targeting b2b publications.


Terrific press in cross-section of local/national b2b publications, aided by timeliness of terrific offer in difficult economic times Total promotion rate card value in excess of several hundred thousand $ in addition to promotional radio/events budgets.

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