theatreMAMA's Chicago Dance Mob Celebrates Chicago's 27th Anniversary on Broadway

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!

Cirque du Soleil’s 'Drawn To Life' Street Team Hits the Green at 33rd Annual Walt Disney World Participant Association Charity Golf Tournament!

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. 

Image courtesy of: Corporate Visual Services

Image courtesy of: Corporate Visual Services

Image courtesy of: Corporate Visual Services

Image courtesy of: Corporate Visual Services

Image courtesy of: Corporate Visual Services

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!

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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.

Experiential Marketing: Antidote to the Loneliness Epidemic?

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.

theatreMAMA’s Brand Ambassadors at Times Square Tribeca Screening of Waitress

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!

Credit: Times Square NYC

Credit: theatreMAMA

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

MAMA LAUNCHES CAMPAIGN FOR CIRQUE DU SOLEIL’S ‘DRAWN TO LIFE’

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 Look Inside Our Costume Design Process

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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LUZIA by Cirque du Soleil

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KOOZA by Cirque du Soleil takes over New York City with theatreMAMA

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Hennessy Black VIP Experience Sampling Program

If Sundance and SXSW Are Any Indication, 2023 IS The Year of Experiential Marketing

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. 

A Look at theatreMAMA’s Experiential Marketing Campaigns

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Baldwin Hardware 70 Years Bold

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LUZIA by Cirque du Soleil Experiential Marketing

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Chicago 25th Anniversary Dance Mob