theatreMAMA is seeking performers with strong physical theater skills, clowning, and improvisation skills to be a part of our summer Blue Man Group Street Team. Performers with percussion experience preferred. Street team members will be stationed in high traffic areas in New York City, in addition to city festivals and events.
Happy New Year! 2023 has officially come to a close, and what a banner year it was!
As we reflect on the past year, we can’t help but become overwhelmed with gratitude for all of the incredible opportunities 2023 brought to thetareMAMA. Back in March, we published a blog post titled, “If Sundance and SXSW are any Indication, 2023 is the Year of Experiential Marketing,” — we are over the moon that our prediction came true!
Chicago Dance Mob
The Chicago Dance Mob had an epic year! The iconic Street Team was featured on “The Broadway Show,” attended the Curtain Up Broadway Festival, brought the “All the Jazz'“ flash mob back to Times Square, helped patrons save on tickets to Chicago and celebrated the musical’s 27th Anniversary on Broadway.
Sling TV + The Bachelor Activation
We created a brand new living media campaign for Sling TV! To promote ABC being available on Sling TV in New York markets, seven models clad in dapper tuxedos evoked ABC’s The Bachelor by passing out 500 long-stemmed red roses with Sling TV discount cards elegantly tied around them to the public. Additionally, ten MAMA Brand Ambassadors flooded the streets with cheer and enthusiasm while handing out discount offers and 900 Sling TV swag bags.
Cirque du Soleil + Disney ‘Drawn to Life’
We launched a new living media campaign for ‘Drawn To Life’ by Cirque du Soleil & Disney at Disney Springs in Orlando, FL. ‘Drawn to Life’ marked our 15th experiential marketing partnership with Cirque du Soleil! The immersive Street Team operates daily out of the residential show’s big top and box office. MAMA’s ‘Drawn to Life’ team was also invited to attend exciting off site events like the WDWPA Charity Golf Tournament and Orlando Pride.
theatreMAMA Turned 18!
April 9, 2023 marked MAMA's 18th birthday and 18 years of joyful, creative, innovative, connecting Experiential Marketing campaigns!
Blue Man Group
Our Blue Man Group Brand Ambassadors had a blast promoting the long-running Off-Broadway show at various locations across New York City and at events like Intrepid Kids Week, NYC Pride and NYU’s Welcome Week.
Waitress
We brought back our Waitress team to celebrate the Tribeca Film Festival screening of Waitress — Live on Broadway! The event marked the first-ever Tribeca Film Festival screening in Times Square. theatreMAMA’s Experiential Brand Ambassadors were at the event to ensure a sweet-as-pie experience for all attendees.
Eisenhower: This Piece of Ground & The Democracy Project
Over the summer, MAMA’s Brand Ambassadors got a bit Presidential promoting the limited runs of Eisenhower: This Piece of Ground Off-Broadway and The Democracy Project at Federal Hall.
Madison Square Garden Street Teams
We were thrilled to promote multiple events at Madison Square Garden in 2023! Events included various boxing matches, Cirque du Soleil’s ‘Twas the Night Before … and audience ingress services at the Mariah Carey and Travis Scott concerts.
The Metropolitan Opera Season Opener
To open the Met Opera’s new season with as much drama as, well, an opera, our Brand Ambassadors activated all day throughout Manhattan. The day culminated with our Met Opera Street Team assisting guests as they arrived to watch a free live transmission (in partnership with the Times Square Alliance) of Jake Heggie’s Opera, Dead Man Walking, on multiple screens in Times Square.
Goosebumps + Sony Pictures
Just in time for Halloween, theatreMAMA got to bring Slappy, the legendary Goosebumps dummy, to life to promote the new series by Sony Pictures and Disney +. The Slappy Brand Ambassadors activated outside the Javits Center to offer limited edition Goosebumps tote bags to New York Comic Con attendees. Fans swarmed the Slappy team to snap pictures and chat about their love of the franchise.
X: The Life and Times of Malcolm X at the Metropolitan Opera
MAMA's ambassadors celebrated X: The Life and Times of Malcolm X premier Met Opera performance with a special activation in both Brooklyn and Harlem. The Met team passed out limited-edition zines that featured quotes from the opera's libretto, by playwright, poet, and journalist Thulani Davis, superimposed on images of Black life in Harlem by the photographer Jamel Shabazz. The X: The Life and Times of Malcolm X team continued to activate in Harlem and Brooklyn throughout the show’s limited run.
Candy Cane Greeters
Our Candy Cane Greeter program returned to Radio City for its fourth year! MAMA’s Candy Cane Greeters took the ordinary to extraordinary for guests waiting in line to see the Christmas Spectacular Starring The Radio City Rockettes! Looking for a little North Pole magic? The Candy Cane Greeters create an immersive experience while assisting guests entering and exiting Radio City Music Hall.
Official Brand Ambassadors for the Christmas Spectacular Starring the Radio City Rockettes
Our Official Brand Ambassadors for the Christmas Spectacular Starring the Radio City Rockettes returned for their ninth year promoting NYC’s most iconic holiday show! Patrons were delighted to engage with our joyful holiday Street Team, and equally as thrilled for the opportunity to purchase discount tickets with theatreMAMA’s sales team discount code.
Rockefeller Center Elves
Our Rockefeller Center Elf Street Team returned this year to spread a whole lot of holly-jolly while assisting guests visiting the area! The Elf team handed out informative holiday maps, led guests to the Rock Center Santa Experience, helped guests navigate Rockefeller Center attractions, shops and restaurants and brought holiday magic to NYC!
Cirque du Soleil x Art Basel
We were given the incredible opportunity to create the Cirque du Soleil Icon program! Cirque invited MAMA Brand Ambassadors, Derrick and Ali, to experience Art Basel, Miami while interacting with the art and artists as the Cirque Icons. Celebrating 40 years of productions that offer emotional, compelling entertainment, the Cirque Icons were thrilled to shine their light on the incredible artists that were showcased at Art Basel. Our team even partnered with local influencers to further amplify Art Basel and Cirque du Soleil. What an exciting collaboration!
Thank you to all of our wonderful clients, fabulous Brand Ambassadors and stellar staff for making 2023 an epic year! We look forward to working together again in 2024 and can’t wait to see what this new year brings!
theatreMAMA's Chicago Dance Mob Celebrates Chicago's 27th Broadway Anniversary!
On November 14, theatreMAMA’s Chicago Dance Mob celebrated Chicago the Musical’s 27th year on Broadway! Our Brand Ambassadors spent the day in Times Square creating razzle-dazzle moments with Chicago fans and offering killer deals to the iconic show.
Then, two members of MAMA’s Chicago Dance Mob “fosse-ed” on over to the Ambassador Theatre to help hand out free bowler hats to the first 500 guests in line as a way to commemorate the milestone occasion. Soon enough, all the killer-dillers at the Ambassador Theatre had their bowler hats on and were ready to celebrate Chicago’s 27th anniversary on Broadway!
We had a fabulous time celebrating Chicago’s 27th birthday. Thanks for having us, Chicago!
“Opera is the ultimate art form. It has singing and music and drama and dance and emotion and story.”
Though Diane Paulus makes a great point, the majority of the population rarely gets to experience opera. The epic art form often remains out of reach, a night at the opera evoking the gilded privilege of the few. But, to quote Diane Paulus again, “I don’t want art to exist in a bubble,” – and neither does the Met.
The Metropolitan Opera House is kicking off its 2023-24 season opener with a FREE live transmission (in partnership with the Times Square Alliance) of Jake Heggie’s “Dead Man Walking” on multiple screens in Times Square. There will be 2,000 seats available on a first-come, first-served basis, and theatreMAMA’s Met Opera Brand Ambassadors will be there to assist guests!
Content Advisory: “Dead Man Walking” contains a depiction of a rape and murder, as well as other adult themes and strong language.
To open the Met Opera’s new season with as much drama as, well, an opera, our Brand Ambassadors will activate all day on Tuesday, Sept. 26 throughout Manhattan. The Met Opera city takeover will feature 12 experiential Ambassadors who will evoke the creative spirit of the iconic opera house while spreading excitement about the Met’s new season across the community.
Partnering with the Met Opera to amplify the start of their 2023-24 season is a way to bring opera directly to the people. Did you know that this year’s event continues a 17 year-tradition of the Met live streaming their season opener? This initiative is an incredible way to break down the barriers that prevent people from experiencing the opera. Everyone should be afforded the opportunity to enjoy this grand art form, and theatreMAMA will make sure that evreryone in the city knows they can attend this event! The Met will even be offering a free audio stream of the performance for those who can’t make it to Times Square.
Photo Credit: The Metropolitan Opera
“Dead Man Walking” is the most performed modern opera of the last 20 years. The show is based on a memoir by Sister Helen Prejean that details her fight for the soul of a condemned murderer. Produced by Ivo van Hove and featuring mezzo-soprano Joyce DiDonato starring as Sister Helen, bass-baritone Ryan McKinny as the death-row inmate Joseph De Rocher, soprano Latonia Moore as Sister Rose and mezzo-soprano Susan Graham as De Rocher’s mother, “Dead Man Walking” is sure to be a thrilling season opener.
Opera can – and should – be accessible to everyone. By continuing to honor the tradition of live streaming their season opener, the Met is building a bridge from the opera house to the people.
Hoping to catch another one of Met’s masterpieces this season? Tickets start as low as $25 AND free audio broadcasts of the 2023-24 season will be available throughout the year on select Saturday afternoons. So … what are we waiting for? Let’s go to the opera!
What: “Dead Man Walking” Live Met Opera Transmission
When: Tues. Sept. 26, 2023 @ 6:30 p.m. (House opens at 5:30 p.m. and the pre-show live stream begins at 6 p.m.)
Where: Duffy Square and the Broadway Plazas, between 43rd & 44th Streets and 46th & 47th Streets
Content Advisory: “Dead Man Walking” contains a depiction of a rape and murder, as well as other adult themes and strong language.
Additional Info: “Dead Man Walking” is sung in English and is approximately 3 hours including a 30 minute intermission. This event is free and open to the public.
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theatreMAMA’s ‘Drawn To Life’ Street Team members pose with WDWPA Charity Golf Tournament participants.
Image courtesy of: Corporate Visual Services
What happens when a couple of ‘Drawn To Life’ Street Team members hit the links at a Walt Disney World Participant Association (WDWPA) Charity Golf Tournament? A hole in FUN!
A few weeks ago, the WDWPA hosted their 33rd annual charity golf tournament at the Magnolia Golf Course inside Walt Disney World® Resort. Sponsors included Cirque du Soleil + Disney ‘Drawn To Life,’ Hewlett Packard, Owner’s Locker, Rainforest Cafe and Ricoh. Professional photography was provided by Corporate Visual Services.
Our experiential Street Team, costumed as giant pencils inspired by Cirque du Soleil’s ‘Drawn To Life,’ colorfully welcomed attendees and cheered them on as they teed off for charity. Our team even took to the course themselves, though their version of an ace included juggling golf balls and asking guests silly interview questions with their very own (completely non-functional) ‘Drawn To Life’ microphone.
Our ‘Drawn To Life’ Street Team created an unforgettable experience for tournament attendees and brought a little bit of Cirque magic to the golf course. Thanks for having us, WDWPA!
Hoping to catch this incredible show? Cirque du Soleil’s ‘Drawn To Life’ is offering a limited time ‘Sizzling Summer Savings’ discount until Sept. 22! (Details below.)
Offer is valid for purchases through September 22, 2023 for performances of ‘Drawn To Life’ from June 23, 2023 to September 30, 2023. Valid for seat categories 1, 2, 3, and 4. Limit eight tickets per transaction and per Guest. Offer is available on both Adult (Age 10+) and Child (Ages 3-9) priced tickets. Children 2 and under are free provided they sit on their parent’s lap. Tickets may be purchased online at https://www.cirquedusoleil.com/drawn-to-life, or at the Drawn to Life Box Office at Disney Springs located at Walt Disney World® Resort by mentioning the Sizzling Summer Savings Offer.
How many songs about loneliness can you think of off the top of your head? I can easily list 20 and, if given more time, could probably come up with another 20. Ever wonder why there are so many songs written about loneliness?
According to a recent U.S. Surgeon General's Advisory on the Healing Effects of Social Connection and Community, we are currently living through an epidemic of loneliness and isolation.
Even before the required isolation brought on by the COVID-19 pandemic, loneliness was on the rise in our culture. Over the last decade, one-in-two American adults have said that they’ve experienced loneliness. That statistic sounds dire, but isn’t loneliness just a bad feeling that eventually dissipates and even makes for great song-writing fodder? No. Loneliness is incredibly harmful and can be accompanied by major health risks for individuals experiencing it and society at large.
According to Surgeon General Dr. Vivek H. Murthy, “ It is associated with a greater risk of cardiovascular disease, dementia, stroke, depression, anxiety, and premature death. The mortality impact of being socially disconnected is similar to that caused by smoking up to 15 cigarettes a day, and even greater than that associated with obesity and physical inactivity. And the harmful consequences of a society that lacks social connection can be felt in our schools, workplaces, and civic organizations, where performance, productivity, and engagement are diminished.”
In short, the loneliness epidemic is a major problem currently plaguing our country. So, what do we do about it?
“This work will take all of us: schools, workplaces, community organizations, government, health workers, public health professionals, individuals, families and more working together. And it will be worth it because our need for human connection is like our need for food and water: essential for our survival,” wrote Dr. Murthy in a guest essay for the New York Times.
According to Dr. Gillian Sandstrom, Senior Lecturer in the Psychology of Kindness at the University of Essex, “weak ties” and small interactions also provide social support to help combat loneliness and isolation. A “weak tie” relationship can be defined as a person with whom you share a minimal social interaction with during your day. This can be the barista at a coffee shop, a bus driver, or a person you hold the elevator for. Dr. Sandstrom found that the more “weak ties” a person interacts with in a day, the happier that person is.
But what does any of this have to do with Experiential Marketing? EVERYTHING.
theatreMAMA’s Experiential Marketing campaign for Wintuk by Cirque du Soleil.
Experiential Marketing campaigns are the epitome of “weak tie” relationships. When Ambassadors and Street Teams transform into the living embodiment of a brand, they literally bring that brand to life through small but meaningful social engagements! Our goal is for the public to walk away from an interaction with one of our Ambassadors with more joy and happiness than they started with.
And it works, too.
Think about this scenario – you are on your daily commute in NYC and the only thing on your mind is your long to-do list. You’ve got your headphones in and haven’t interacted with one person this morning – you haven’t even spoken out loud. Then, in the distance, you see a fabulously costumed pair of Brand Ambassadors hitting glorious Fosse-inspired poses and dance steps. You’re intrigued so you pause your music only to hear the music from Chicago the Musical playing around the glamorous Street Team you’ve encountered. Suddenly, your mind transports you to when you and your mom saw Chicago together a few years ago, and that pesky to-to list can now wait until you get to work because, right now, you’re reliving one of the best memories of your life. You stop to chat with the Street Team and discuss your favorite songs from the show, walking away with a code to purchase discounted tickets to see Chicago the Musical. The interaction lasted all of 60 seconds, but, in that small moment, you were able to escape the anxieties of the day, make a genuine human connection, reminisce over a fond memory and get a discount to a Broadway show. Your day was made more joyful and ultimately happier than when you started your commute.
Small interactions can be some of the most meaningful interactions a person can have. They are a piece of solving this loneliness epidemic and Experiential Marketing is a part of that equation. Genuine, authentic connection is our goal no matter the campaign. One of the most common phrases we hear from the public is, “You just made my day,” and believe us, the feeling is mutual!
Like Dr. Murthy said, the loneliness epidemic is going to take a multifaceted approach across individuals, communities, institutions and systems. It’s time to start building strong communities by fostering both “strong ties” and “weak ties.” Being in the Experiential Marketing industry allows us to do our part by creating small, meaningful social interactions for people each day, and we wouldn’t want it any other way.
Today may mark the end of Pride month, but LGBTQIA+ Pride is celebrated everyday at theatreMAMA. We are committed to affirming, uplifting and advocating for increased visibility and equality for the LGBTQIA+ community.
Looking for resources and/or to get involved? Check out The Center. The Center offers the LGBTQ communities of NYC advocacy, health and wellness programs; arts, entertainment and cultural events; recovery, parenthood and family support services.
Last weekend, our Blue Man Group Brand Ambassadors attended Youth Pride 2023 in Brooklyn and the annual NYC Pride Parade. Blue Man Group even made a special appearance at Youth Pride! Our Experiential Street Team handed out Blue Man Group swag, including Pride-themed temporary tattoos that were a big hit. What an honor it was to participate in such joyful celebrations of Pride!
Blue Man Group Brand Ambassadors at NYC Pride 2023; Blue Man Group performance at Brooklyn Youth Pride 2023; Blue Man Group Brand Ambassadors at Youth Pride 2023
This month, we also had the privilege of celebrating our MAMAs who are a part of the LGBTQIA+ community. Staff members graciously shared their thoughts on what Pride and the arts means to them. Check out their responses!
Maggie Tumiotto Jackson (she/her)
Pride and the Arts form a lifeline together which extends to those who may not be able to live safely or comfortably as themselves yet. It gives form, color, texture, music, light to a future that might otherwise be unimaginable for those who cannot yet show their pride.
Pride has enriched the arts through growing representation, and the Arts have helped Pride pull through to where it is today. Together, they will continue to guide us until everyone in the LGBTQIA+ community can finally flourish knowing they are safe, accepted, and celebrated—even those among us who are the most marginalized.
Hannah Dorph (all)
Pride means being proud of the person I’ve grown into despite every hardship and challenge. It means understanding that the complexities of gender and sexuality reach beyond imagined binaries.
Lizzie Montgomery (she/her)
It means being able to celebrate your truest self and the obstacles our community has overcome.
Bailey Kelis / Bailey C Lewis (they/fae/he)
Freedom to explore myself without having to censor myself.
Tony Thompson (he/him)
Pride by its very definition means “to be especially proud” . I am proud to be full of Pride not just in the month of June. But, for every month. The Arts has helped me be true to myself and to never be afraid to be who I truly am! I’ll show pride for pride and for all days of my life!
James Dirck (he/him)
Art - particularly acting - has always been a therapeutic form of expression for me. There’s a strong sense of community in theatre / film. Similarly, Pride creates a space for queer people to present themselves and share love in the truest form - not just during the month of June, but all throughout the year.
Highlighting queer stories through art is a necessity to me. Sharing ourselves through an artistic medium educates those outside of the queer community, supports those within it and ultimately provides new ways for people to grow and connect.
Art and pride have both been integral to my development as a gay man, as well as serving as the foundation for many of my closest friendships.
Evelyn Ziropoulos (she/her)
For me, Pride and the Arts are the warm passionate feelings of pure expression. Nothing is more true to me than having learned to allow myself comfort in loving the people I have loved and creating the art I've created. The Arts provide the manifestation of the subconscious reflection of myself, and how people I love helped me grow to be who I am. There is no limit to who that may apply to if you learn to be comfortable with giving yourself that opportunity. Everyone is deserving of that!
Grace Sword (she/her)
Pride AND the Arts means expressing your TRUE self and spreading love love love ❤️
Raúl Fox (he/they)
Being able to live my life as myself and opening minds and breaking chains for others. Art is my favorite human trade. It changes people and people change the world.
Cavan Hendron (they/them)
The arts was always a place where I felt that I could be my whole self. And I don't think it's a coincidence that so many queer people find themselves involved in the arts in one way or another. At the end of the day, pride to me is about unapologetically being yourself and telling your story. As artists and storytellers, that is a HUGE reason why we do what we do. We should be uplifting the LGBTQIA+ community and their stories everyday. Through sharing those stories not only are we letting people know they're not alone, but we're healing and growing in the process. Keep using your voice, keep telling your stories, and most importantly keep being YOU.
Jacob Davila (he/him/his)
Being able to be, live, love, and enjoy life the way you want to without any judgment or discomfort! Being able to be yourself with the support from the people you call family!! It’s YOU on the inside and outside!
Gosia Jasiniak (any)
I came out as lesbian last year and this June I want to take advantage of the Pride to really celebrate and embrace my identity. I’m also looking forward to meeting new queer people and create even bigger inner circle of friends!
Karla Giselle (they/them/theirs)
Pride because I love who I am. Arts for the chance of freedom. I’m a Queer Non-binary Latinx and proud.
🌈🌈🤍
Sydney Elliot a.k.a. Lil Ronnie (she/they)
Pride is the reclamation of our own stories and identities. It means choosing to be proud of who we are despite worldwide efforts to make us feel shame.
Sah K. Brule (she/they)
It means just being yourself and not giving an “F” about anyone or anything that tells you you’re wrong or takes that pride away from you.
DJ Comins (she/her)
The arts; theatre, music, drawing, have meant the world to me since I was young. Getting to build my worlds creatively on paper or onstage is a dream come true, every single time.
We are so grateful to our amazing team who shared their incredible stories and ideas with us.
Happy Pride today and every day!
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theatreMAMA Brand Ambassadors at the Times Square simulcast of the Tribeca Film Festival Premiere of Waitress — Live On Broadway!
Last night was sugar, butter, FANTASTIC! Our Waitress Street Team went to Times Square for the TSX live Tribeca Film Festival simulcast screening of Waitress – Live On Broadway!
The event marked the first-ever Tribeca Film Festival screening in Times Square. The Times Square viewing of Waitress – Live On Broadway! was open to the public with 300 seats available on a first come, first served basis.
theatreMAMA’s Experiential Brand Ambassadors were at the event to ensure a sweet-as-pie experience for all attendees. Dressed in Waitress aprons and outfits inspired by the Broadway show, our team helped the public download the TSX app so patrons could hear the film’s audio as it was screened on TSX Entertainment’s 18,000-square-foot digital screen in the middle of Times Square. Our Brand Ambassadors also assisted in answering questions about the event, chatting with fans, posing for photos and hyping up the crowd – they even got the audience to do the wave!
The excitement and anticipation for the Tribeca Film Festival premiere of Waitress – Live On Broadway! was palpable. Fans wore Waitress-branded attire and didn’t hesitate to cheer “Sugar, butter, flour!” along with our Brand Ambassadors as they opened up the seating area. Many came prepared with rain gear and event organizers even provided a free poncho at every seat in case of inclement weather. It started raining about 20 minutes into the screening, but that barely deterred Waitress fans who diligently put on their rain gear and stayed until the end of the event.
theatreMAMA had the sweetest time assisting with the TSX Times Square viewing of the Tribeca premiere of Waitress – Live On Broadway! What an honor it was to represent this beautiful show again and to be present at this historic screening event.
theatreMAMA’s Waitress — Live On Broadway! Brand Ambassadors posing for a photo with Waitress fans.
There is still time to catch Waitress – Live On Broadway! starring Sara Bareillis, Charity Angél Dawson, Caitlin Houlahan, Drew Gehling, Dakin Matthews, Eric Anderson, Joe Tippett and Christopher Fitzgerald. Additional Tribeca Film Festival screenings include:
Thu June 15 - 2:30 PM
Village East by Angelika
RUSH
Sun June 18 - 5:30 PM
SVA Theatre
theatreMAMA’s Waitress, the Musical Experiential Marketing Street Team in Times Square.
The Tribeca Film Festival premiere of Waitress, the Musical – Live on Broadway! will screen at 7:30 p.m tonight, Monday, June 12, at both the BMCC Theatre and in Times Square via TSX Entertainment’s 18,000-square-foot digital screen.
With a little help from the TSX app, the public will be able to watch Waitress, the Musical – Live on Broadway! in the middle of Times Square on the corner of 47th street and 7th avenue. Beginning at 6:30 p.m., attendees can claim one of the 300 available seats on a first come, first served basis. Brand Ambassadors from theatreMAMA will be there (dressed in our best Waitress-inspired attire) to help film-goers download the TSX app which will broadcast the film’s audio. In lieu of competing with the notorious noise pollution in Times Square, attendees will access the audio for Waitress, the Musical – Live on Broadway! from their own headphones and personal devices via the TSX app.
The Times Square screening of Waitress, the Musical – Live on Broadway! marks the first-ever viewing of a Tribeca Film Festival feature in Times Square. Times Square attendees will view a live broadcast from the festival premiere that will include Sara Bareillis introducing the film and a live performance from the grammy-winning artist immediately following the screening.
Waitress, the Musical – Live on Broadway! captures the 2021 return engagement of Waitress, the Musical on Broadway and stars Sara Bareillis, Charity Angél Dawson, Caitlin Houlahan, Drew Gehling, Dakin Matthews, Eric Anderson, Joe Tippett and Christopher Fitzgerald.
Our Waitress Street Team can’t wait to visit the diner once again! We’ve truly missed bringing a bit of Waitress to the patrons of Times Square after wrapping our Experiential Marketing campaign when the show closed on Broadway. We are ready to help make tonight’s premiere of Waitress, the Musical – Live on Broadway! as sweet as Jenna’s “deep dish blueberry bacon” pie!
Arrive early to get seats. Attendees can arrive up to an hour prior to the 7:30 p.m. screening.
This outdoor event is rain or shine. Please prepare for the possibility of inclement weather.
Bring your phone and headphones so that you are able to access the film's audio via the TSX app.
Be sure to fully charge your phone so you can download the TSX app and access the audio for “Waitress, the Musical – Live on Broadway!” uninterrupted.
If you need help downloading the TSX app, find one of our Waitress Brand Ambassadors! We will be the team dressed in Waitress aprons and ready to assist you!
theatreMAMA’s Street Team for Broadway’s Waitress at Bryant Park in NYC.
Experiential Marketing is a strategy that creates increased brand engagement, positive brand associations and memorable experiences that customers want to share through user generated content and word-of-mouth. Each Experiential Marketing campaign is uniquely designed to act as the living embodiment of a brand – we literally bring your brand to life. Because no two living media campaigns are the same, there are often myriad variables for us to consider when launching a new program at theatreMAMA. One of the most important variables to address when planning a new campaign is location. Even the most fabulous Experiential Marketing team will be ineffective if no one can find them. This frustrating scenario is why location scouting is KEY to a successful Experiential Marketing campaign. With that in mind, we compiled a list of 5 key takeaways from our location scouting experiences.
theatreMAMA’s Chicago Dance Mob promoting Chicago the Musical in Times Square, NYC.
1. Know Your Demographics
Knowing who you’re targeting will often directly affect where a campaign takes place. Our Chicago Dance Mob seeks to engage both NYC tourists and locals who are interested in seeing Chicago on Broadway. To achieve this, we station our Street Team in the Times Square area where there is a healthy cross-section of locals and tourists making their way through The Theatre District. In contrast, promoting a boxing match at Madison Square Garden took our Brand Ambassadors across the city to bars and gyms in hopes of engaging local sports fans.
2. Weather Matters
Unfortunately, weather is a variable we can’t control, but we can prepare for it. While promoting Cirque du Soleil’s ‘Drawn To Life’ at Disney Springs in Orlando, we quickly realized that Florida in May means unrelenting sun and heat. To combat this, we scouted different locations throughout Disney Springs that could support our Street Team’s immersive theatricality and provide much-needed shade. Offering a reprieve from the sun helped us increase overall guest interactions and allowed our team to stay relatively cool while they work their Cirque-inspired magic!
theatreMAMA’s Street Team for Cirque du Soleil’s ‘Drawn To Life’ at Disney Springs in Orlando, FL.
theatreMAMA’s Street Team for LUZIA by Cirque du Soleil in Vancouver, Canada.
Having alternate locations in case of weather is paramount to successful location scouting. When considering a primary location, be sure to factor in alternate locations that could work in case of inclement weather. When Cirque du Soleil’s LUZIA took us to Vancouver, Canada, there was heavy rain predicted on the same day we were to launch an outdoor, parade-style activation that included a Mariachi band, 2 costumed-characters and 8 Brand Ambassadors. Because of this, our team diligently scouted alternative locations that would allow us to have the same massive impact, but would provide coverage for our performers. We figured out that we could station ourselves inside transit hubs and it was a huge success! Commuters were delighted by the Mariachi band and our Cirque du Soleil LUZIA-inspired performers! We offered the magic of Cirque du Soleil on a dreary, rainy day!
3. Pedestrian Traffic is Important
Even in a pedestrian heavy area like New York City, there are still many locations that don’t generate high foot traffic. Assuming an area will be busy simply because it’s in a big city can lead to major disappointment on the day of an Experiential activation. Location scouting prior to an event can alleviate this issue. Taking the time to research an area, talking to locals about different neighborhoods, capitalizing on events already taking place and physically scouting activation locations are musts if you want to maximize the number of impressions a campaign makes.
theatreMAMA promotes the Met Opera’s season launch with Street Teams located across NYC.
4. Proximity to Venue
When representing a live event or a brick and mortar business, proximity to the venue being promoted is essential. Patrons are more likely to engage with a brand immediately after an experiential interaction if they can easily access it. For our ‘Drawn To Life’ team in Orlando, that means locating our team within walking distance of the Cirque du Soleil big top! Guests experience fun, immersive interactions with our Street Team and become curious about the show. With the big top in such close proximity, our team can seamlessly send guests to the ‘Drawn To Life’ box office to find out more information and purchase tickets to the show. Likewise, our Toy Soldier Street Team for the Christmas Spectacular Starring the Radio city Rockettes consistently stations a handful of Brand Ambassadors within view of Radio City Music Hall – a tactic that exponentially increases day-of and walk up ticket sales.
Cirque du Soleil’s ‘Drawn To Life’ Street Team performer promoting the show at Disney Springs in Orlando, FL.
Brand Ambassadors for the Radio City Christmas Spectacular outside Radio City Music Hall.
5. Flexibility is Paramount
Alegria by Cirque du Soleil-inspired Activation with Champagne Nicolas Feuillatte and Villa Maria Wine.
Experiential Marketing campaigns are accompanied by many different variables, so the ability to be flexible and pivot on the spot is of the utmost importance. Location scouting is a way to cut down on the uncertainties that uncontrollable variables (like weather) can bring. By knowing an area and understanding how to optimize an activation – even if you have to pivot to plan b, c or d , you will create the circumstances for a successful campaign no matter what gets thrown your way.
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Watching a drawing go from 2D on paper to 3D in person is pure magic, whether viewing it under the big top in 'Drawn To Life,' or following along with the costume design process of one of our experiential marketing campaigns.
Emily Beets, theatreMAMA Manger and head of costume/wardrobe, with Cirque du Soleil’s ‘Drawn To Life’ cast members at a press event for the show.
theatreMAMA recently launched our newest living media campaign for ‘Drawn To Life’ by Cirque du Soleil & Disney at Disney Springs in Orlando, FL. ‘Drawn To Life’ marks our 15th experiential marketing partnership with Cirque du Soleil! Creating campaigns for Cirque du Soleil’s enchanting productions is a dream come true, and generating our newest campaign for ‘Drawn To Life’ inspired us to design an entirely new character for our latest Street Team Activation.
’Drawn to Life’ features Walt Disney Animation's art brought to life through the magic of Cirque. theatreMAMA’s newest Street Team is tasked with recreating the magic of this dynamic duo’s production outside the big top. We achieve this by hitting the streets of Disney Springs with costumed performers dressed as a ‘Drawn To Life’ inspired character. Our Street Team performers utilize their immersive theater, improvisation and performance backgrounds to engage guests in fun and compelling ways that both increase awareness around the show and generate positive attitudes associated with Cirque du Soleil’s ‘Drawn To Life.’ We are thrilled to bring the joy and spectacle of Cirque to Disney Springs!
A major component of creating captivating experiential media campaigns is costuming. At theatreMAMA, we design our costumes to be eye-catching, engaging and innovative. No detail is too small and we encourage our creative team to think outside the box. When cultivating costumes to evoke the animated artwork brought to life in ‘Drawn To Life,’ our costume design team drew inspiration from characters featured in the show to bring an entirely new character to fruition. The idea was “to encompass everything into one costume — to make it different but relatable to the show,” said Emily Beets, lead designer, adding that the design process took a fair amount of time because many costume pieces were made by hand.
theatreMAMA is no stranger to intricate costume pieces and elaborate designs. Designing costumes for ‘Drawn To Life’ led us to reminisce over our long history of producing the unique costumes that make our experiential and immersive campaigns pop! Similar to the animation brought to life in Cirque du Soleil’s ‘Drawn To Life,’our costume design process begins with a sketch that is then actualized in our living media campaigns. Watching a drawing go from 2D on paper to 3D in person is pure magic, whether viewing it under the big top in ‘Drawn To Life,’ or following along with the costume design process of one of our experiential marketing campaigns.
Experience that magic with us by taking a look at our campaigns that have literally been “drawn to life” over the years!
"Wintuk" by Cirque du Soleil Mobile Marketing Tour
Chicago Dance Mob Street Team for Chicago the Musical, NYC
Rock of Ages the Musical Street Team, NYC
Elf The Musical Street Team, NYC
Cinderella on Broadway Street Team, NYC
New York Spring Spectacular Street Team, NYC
Radio City Christmas Spectacular Toy Soldier Street Team, NYC
What an honor it has been to have worked with so many incredible designers to create our experiential campaigns, and what an honor it is to be working with Cirque du Soleil again, “drawing to life” a joyful living media experience for guests visiting Disney Springs!
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With Mother’s Day just around the corner, theatreMAMA and Broadway’s Chicago teamed up to honor all the MAMAs in our lives! One lucky winner who participates in our Mother’s Day Giveaway on social media will be given two free tickets to see the Mother’s Day matinee of Chicago on Broadway. To enter, participants must comment with the word that best describes their MAMA, or someone who has been like a MAMA, on our Instagram post. Participants can receive extra entries by sharing, liking, and following @theatreMAMA!
theatreMAMA’s NYC Street Teams showing their love for planet earth!
Happy Earth Day! The sheer scope of climate action necessary to heal our planet can feel daunting and insurmountable at times, but we really can make a difference if we all choose to start somewhere. Small actions taken by many can have a massive impact! At theatreMAMA, that means being the first marketing agency in the world to become 100% Re-planted! For every 1,000 fliers or pieces of collateral we distribute, MAMA plants a tree to offset the impact of our business on the environment. Last year alone, we planted 1,540 little saplings!
JOB DETAILS
Seeking dancers to be Chicago Dance Mob Street Team Ambassadors in Times Square promoting "Chicago: The Musical" on Broadway. An iconic part of the success of "Chicago The Musical." Dancers take over the streets of Times Square in costume and hand out fliers and discounts, all the while infusing their movements with Fosse dance technique. Applicants should have basic knowledge of Fosse technique. Dancers will go through a brief training to learn iconic poses and movements.
theatreMAMA is offically an adult! April 9, 2023 marks MAMA's 18th birthday and 18 years of joyful, creative, innovative, connecting Experiential Marketing campaigns. The last 18 years have been an incredible journey, so we thought it would be fun to celebrate this year's birthday by taking a look back at monumental MAMA milestones. Navigate through our interactive '18 Years of MAMA' timeline below to discover some of our favorite moments in MAMA history.
If you were in the Times Square area yesterday morning, there’s a good chance you encountered a group of seven handsome men, dressed to the nines, handing out long stem roses ( a la ABC’s “The Bachelor”) to NYC residents, commuters and tourists. You may have also picked up a Sling TV swag bag from a genial Brand Ambassador. If so, you walked right into theatreMAMA’s latest experiential marketing campaign.
Seven men sporting Tuxedos from SuitShop and offering free roses to passersby in Times Square is a sure way to create buzz in the area! That was the intention behind our brand new living media campaign to promote Sling TV, an American streaming television service that helps customers cut the cord from expensive cable subscriptions and replace them with low-cost, streaming TV services. We wanted to create buzz – a memorable moment of surprise and joy – on an otherwise typical Monday morning. Shared experiences and memorable interactions are the (not so) secret sauce of experiential marketing success, and this activation did just that!
Though the past few years have been defined by a pandemic-necessitated pivot to virtual events, this year, event-attendees and companies alike seem to be craving in-person experiences. With our work in Experiential Marketing, we get it. There’s nothing better than meaningful, shared experiences – especially now that we can gather safely. Three years after the pandemic shutdown, we have truly understood what it means to be without live experiences, socially isolated and craving connection. That trial revealed to us just how important and impactful Experiential Marketing is.
We are only at the beginning of 2023, and two major festivals – Sundance Film Festival and South by Southwest (SXSW) – have signaled a big, bold return of Experiential Marketing this year. Both festivals featured extensive immersive experiences and brand activations.
“We’re not really seeing a lot of engagement around hybrid or purely online [activations]. We have a handful of partners who are doing that but the biggest and most obvious thing we’ve seen is this roar to be back on the mountain and this excitement to be engaging in-person again.”
—Mary Sadeghy, head of partnerships and co-director of advancement, Sundance Institute, in an interview with Digiday.
At Sundance, there were 122 brands that came to Park City, Utah and 18 event marketing partnerships that set up activations along Main Street. Activations included classes, panels, parties, beverage stations and numerous other experiences for Sundance attendees.
The same approach was seen last week at SXSW in Austin, Texas. A great deal of brands created experiential activations throughout the festival, but the most exciting trend this year was the innovation of (ridiculously cool) brand houses. Lush, ParamountPlus, Planned Parenthood, Prime and Roku created interactive brand houses for the festival, each a unique and elaborate physical manifestation of the brands.
Hats off to the agencies and brands creating new experiences for all of us to enjoy! Innovation in Experiential Marketing is one of the most exciting aspects of this industry. theatreMAMA has been pushing the boundaries of brand marketing for almost 20 years and we have loved every second of it! Reflecting on past campaigns, and the imagination invoked by them, we are thrilled to continue innovating as we move forward, with gratitude, into a year defined by connection, shared experiences and Experiential marketing.
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theatreMAMA staff and performers gather at Monet’s Garden for our first MAMA 2023 Event Series outing.
Last week, we kicked off our 2023 MAMA Event Series with a team outing to Monet’s Garden, an immersive experience located in the Seamen's Bank Building at 30 Wall Street in downtown Manhattan. Monet’s Garden transported us to the world of the famed impressionist painter and surrounded us with his art through an interactive, multimedia experience. The installation was truly magical.
Encompassed by beautiful flowers, soft water colors and Monet’s story, we meandered through the self-guided exhibition, exploring the world of impressionism and putting ourselves into the art along the way.
Queen to Queen: A Post-Show Event at Chicago’s Ambassador Theatre
Two members of our Chicago Dance Mob pose under Jinkx Monsoon’s Chicago poster outside the Ambassador theatre.
Yes. You read that correctly. Jinkx Monsoon and Kristin Chenoweth will unite their queendoms in Queen to Queen, a one-night-only, post-show concert event on Friday, March 17th at The Ambassador Theater.
Monsoon, Broadway’s newest queen who made their historic debut this year as the first drag queen to portray Matron “Mama” Morton in Chicago, and Chenoweth, long-reigning Broadway royalty, will share the stage for the first time in a “jazzy” event following the March 17th performance of Chicago The Musical. Access to the event will be granted to all ticket holders who attend the 8pm show that evening.
Use promo code: GOODTOMAMA to save up to $50 on Chicago tickets
We couldn't be more jazzed about this dazzling duo! Don’t miss out on this royal union – get your tickets now! Use Code: GOODTOMAMA to save on tickets.
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theatreMAMA's Blue Man Group Ambassador at Intrepid Kids Week, Feb. 18 - 25
We had a blast promoting Blue Man Group at Intrepid Museum Kids Week! Brimming with Blue Man Group swag, a special discount code for tickets to see the show and an interactive arts and crafts station, kids and adults alike enjoyed stopping by our table.
