Case Study
Chicago Shakespeare Theater
Special event campaign
Objective
- In order to kick off the Chicago Shakespeare Theater’s production of Sunday in the Park with George, actors put on a surprise live performance at the Art Institute in Chicago. The play took place in front of a life-sized reimagining of George Seurat’s Sunday Afternoon on the Island of La Grande Jatte, from which was absent certain key elements from the original work of art
Call to Action
- After the show, the cast and crew invited the audience to opt into a mobile campaign to
discover the secrets of the missing characters - Those customers who texted in received an MMS video message explaining how the missing characters had come to life in a play, as well as where to buy tickets to see the new show at the Chicago Shakespeare Theater
Measurement of Success
- Eight million impressions in 24 hours
- Broke an all-time record with the highest number of first-time guests in the history of theater
- Show extended for an extra week due to the high demand for tickets
- 14% who opted in shared content on Facebook
- 17% who opted in chose to receive future messages from the Chicago Shakespeare Theater
Key Takeaways
- This well-crafted campaign shows how to use MMS to create an exciting, active conversation that conveys a compelling message to customers
- Particular kudos go to the use of timing and relevancy, as the Chicago Shakespeare Theater quickly reached millions of viewers and built a sizable database of opted-in customers from scratch
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