Client
Chicago The Musical
Create ubiquitous, tri-state holiday promotion for longstanding Broadway hit.
Partner
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)
Elements
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.
Results
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.
