To publicize the new television series WILL on TNT, MAMA send 20 Ambassadors throughout New York City on the day of the birth of William Shakespeare.

Where There’s a Will, There’s a MAMA!

If we shadows have offended,

Think but this, and all is mended,

That you have but slumber’d here

While these visions did appear.

~ Puck, Midsummer Night’s Dream

The laces on the corsets were tightened. The dirndels were fluffed. Hair was teased. Vibrant makeup was painted on across faces. With high energy and thrilling anticipation a team of MAMA’s best promoters, whose skill sets ranged from ballet to heightened Shakespearean style acting, took to the streets of a modern New York City dressed as a stylized Elizabethan mob to promote Will on TNT. (Turner Broadcasting) In no time at all, MAMA street team transformed New York into a modern punk-rock Shakespearean stage that would make even the bard himself proud!

Will on TNT is a drama about the lost years of young William Shakespeare after his arrival to London in 1589 — when theatre was like rock and roll and a young man with a dream changed the world with his words. The show premieres in July, but as a gift to the great Shakespeare, and a great way to launch the show into the hearts and minds of the people of New York, TNT prepared the perfect PR launch event, with MAMA!

Donning custom designed, one of a kind costumes, made of rustic colored skirts, tight corsets, and various eclectic accessories, our street team stood out from all the other passersby.  Our rowdy Shakespearean antics helped us get above the crowds and harken back to the punk-rock feel of the show itself! Each character’s hair and makeup were singularly designed as well to mimic the aesthetic seen in Will on TNT.

The activation began on the evening of April 21st, kicking off Shakespeare’s birthday weekend, our team of ten women took over Bryant Park. The activation consisted of MAMA’s Shakespearean Sirens raising excitement about TNT’s Will, prompting people to follow @WillTNT and snap a picture with them and caption it with the hashtag #WillTNT. In exchange for the social media buzz, our brand ambassadors would give them a free canvas tote.  A nearby Shakespearean event also presented by Will on TNT served as the perfect backdrop for our bawdy babes. Our team conversed with Shakespeare enthusiasts of all ages, and surprised them with their choice of one of four canvas totes. Each tote sported its own individual design and had its own Shakespeare quote that summarized some aspect of the new TV show. Excitement was sky high about the totes and many quickly compared their choice in tote with their friends or family.

Riding off of Friday’s enormous success, we amped up to 20 team members on Sunday, Shakespeare’s Birthday.  Our teams threw the perfect birthday party for the Bard! After all, there is no party like a theatreMAMA party!

Starting day two of the street team brand activation at 11am, twenty costumed brand ambassadors took over the Theatre District and Times Square! Their arms were draped in custom totes which patrons of Times Square quickly grabbed up and stopped to learn more about Will on TNT.

And while our wenches may have been from the 16th century, the people they interacted with were not! Social media was a flutter of activity with the hashtag #WillTNT.

“Some are born great,

some achieve greatness,

and some have greatness thrust upon them.”

~ Malvolio, Twelfth Night

NYC got a dose of greatness thanks to the collaboration of theatreMAMA and Turner Broadcasting. Over the day and a half of activation, our team distributed over 10,000 canvas totes, directly drove over 300 hashtag mentions on Instagram and Twitter alone, and generated hundreds of thousands of impressions.  The activation allowed our brand ambassadors to really test their performance skills by embodying a very specific character, transporting unsuspecting pedestrians into the Shakespearean punk-rock world of Will on TNT.  It also allowed MAMA to showcase our experiential marketing skills, demonstrating how involving consumers and inviting them to engage in the activation can be a huge success for raising awareness for a brand.  To learn more about the show, visit the TNT Website or tune in on July 10th for the premiere!

To learn more about how MAMA can help launch your show or brand, or to ask questions about this promotion, shoot a note to mama (at) theatremama.com.

Leave a Reply