theatreMAMA returned to Chicago this past weekend for the first time in over two years with not one, but two teams of ambassadors: Blue Man Group and Prince: The Immersive Experience. While MAMA has continuously promoted the musical “Chicago'' since 2009, we’ve been away from the city of Chicago for too long, and could not wait to return.

MAMA’s Street Team Ambassadors for Prince: The Immersive Experience pose for a group photo on their way to the Pride Parade.

Two ambassadors distribute 50% off Pride Discount Flyers for Blue Man group on North Halstead Street as the Chicago Pride Parade commences.

The weekend was both a celebration of theatreMAMA’s return to The Second City, and the LGBTQIA+ community – Chicago Pride Fest! Being a queer owned and operated experiential marketing agency, you best believe we were gagged to be activating our street team ambassadors for the 2022 Chicago Pride Parade (yes… we were gagged, honey). However, creating a team of 20 ambassadors in a city you’ve been away from for a few years is not easy. We needed to find the best people to relaunch MAMA into the Chicago experiential marketing scene.

After weeks of reviewing nearly one hundred applications, we came up with a strong team of charismatic individuals who were eager to begin promoting. Some of these team members had never experienced a Pride celebration before, and were excited for the opportunity to witness the event while interacting so closely with its attendees. The combination of excitement about the job, thorough training, and strategic planning made for a wildly successful promotion.

When planning our promotion strategy for an event like the Chicago Pride Parade, the three most important things to consider were: the parade route, timing, and ambassador safety. Based on the published information about parade route, skills and knowledge from activing past Prides in the Windy City, and the keen knowledge of a gay Chicagoan on MAMA’s staff, we researched and scouted the most ideal areas for activation for both teams. Obviously, we knew that North Halstead Street (“Boystown”), was the perfect area for maximum impact. Sure enough, from 10:00 AM to 5:00 PM, our team was met with excited parade-goers in Northalstead who were eager to receive a free Blue Man Group slap bracelet, lip balm, and hear about the Pride discount. Our team was even visited by the Blue Men themselves!

Our team for Prince The Immersive Experience was made up of Prince fans who required very little training on the topic of promotion. In fact, nothing we could have prepared could have beat their own knowledge and love of Prince. All day, Prince ambassadors were treated to stories from patrons about how Prince “changed their life,” and even a few surprise performances from parade-goers who instinctively broke out into singing “Purple Rain” upon spotting ambassadors’ tote bags displaying the Prince album cover.

At the end of the day, both teams conquered MAMA’s re-entry into Chicago with fearless promoting and radiant positive energy. The event would not have been a success, however, without two very important leaders. Our managers, Sylvani and Tamara, not only had the difficult task of leading a team of 20 ambassadors, but doing so during one of the busiest yearly festivals in all of Illinois. Thanks to MAMA’s thorough scouting, casting, training, and the intuitive minds of Sylvani and Tamara, our relaunch back into Chicago was a huge success. MAMA also extends their gratitude to the queer community of Chicago and the celebrants of Chicago Pride for the warm “welcome back” to their city.

MAMA is looking forward to increasing our impact in Chicago and all over the country. In just the last month, theatreMAMA mobilized teams of ambassadors in Los Angeles, Oakland, New York City, and Chicago. Our newly relaunched teams across the nation are ready for more, and we can’t wait to see them slay (yes honey… slay) once again, as they did pre-pandemic. The 2022 Chicago Pride Parade was a special way to resume our work in Chicago, and there are many more summer events in Chi-town that MAMA plans to attend. Have a product, client, or show you'd like to promote this Summer in Chicago? Send us en email to mama@theatremama.com. See you in Chicago!