As LUZIA, a Waking Dream of Mexico was about to enter the United States for the first time ever, Cirque du Soleil reached out to theatreMAMA to develop a street team and experiential marketing program to promote the show. The initiative was created around a specific tour plan, and would publicize the show in major markets all over the US. Each city would bring a plethora of different opportunities and our approach needed to be able to adapt and offer something special to each.

MAMA’s solution was to create a small arsenal of marketing tools we could mix and match to create a compelling activation no matter the event. To provoke the imagination, we launched a program of Four walkabout fish head animators, four dancing brand ambassadors, and an authentic Mariachi band! Whether we were activating at local IKEA stores, massive sports complexes, canvassing neighborhood businesses, or activating at Gay Pride parades, our teams found their way into the hearts of the people everywhere.

Perhaps the best proof of success is the fact that this program has even been expanded to include Canadian touring markets as well. Woo Hoo! #goMAMA