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.
Will You Accept This Rose? Our Latest Experiential Marketing Activation Sent ‘Bachelors’ To Charm Times Square and Promote Sling TV
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!
True or False: theatreMAMA and WALDO Make a Great Pair
MAMA's ambassadors set out on a mission with WALDO for a special social media promotion, asking 'True or False' questions to pedestrians and tourists.
Roses Are Red, Violets Are Blue, Pop The Champagne and Marvel At Our Stilt Walker Too!
theatreMAMA brings talent to Post Oak Hotel in Houston for Champagne Nicolas Feuillatte to celebrate their sponsorship with Alegria by Cirque du Soleil.
VOLTA Sparks Joy At The L.A. Art Show
theatreMAMA teams up with VOLTA by Cirque du Soleil to bring Cirque-inspired performers to the L.A. Art Show Opening Night and Premiere Party!
Cirque, Champagne, and Wine-Oh My!
theatreMAMA Partners With Atlanta Kroger To Feature Champagne Nicolas Feuillatte, Villa Maria Wines, and VOLTA by Cirque du Soleil With An Enthralling In-Store Activation!
Pop The Bubbly, Our Champagne Goddess Is At The Diplomat Resort!
Guests at the Diplomat Beach Resort are in for a dazzling discovery and an effervescent treat Saturdays throughout this month! Imagine returning to your hotel after a day at the beach and being greeted by a heavenly champagne goddess come to life? Well, this dream becomes a reality at the Diplomat Hotel in Miami, Florida. theatreMAMA is creating a new program to showcase the national partnership between Champagne Nicolas Feuillatte and Alegria by Cirque du Soleil to treat hotel-goers to an enchanted taste of Cirque and Champagne!
theatreMAMA Kicks Off LOS ANGELES IKEA Tour With Pop Up Marketing Events For VOLTA By Cirque Du Soleil + Our Top 5 Recommendations For Partnering With Retail
Get ready Southern California because a jolt of high-energy IKEA pop up experiences is coming to a store near you! theatreMAMA is kicking off a regional marketing partnership between VOLTA by Cirque du Soleil and select IKEA stores in L.A. and Orange County that is sure to spark consumer interest. We will kick off this four store tour at the Burbank IKEA on Saturday, January 11th from 1-4pm. This pop up VOLTA event will feature four MAMA Ambassadors who will offer a chance for families to win tickets or to receive a special offer for tickets to the show! Our vibrant Ambassadors will incite interest in VOLTA through leading coloring book activities, taking pictures with big cut outs of actual Cirque characters, and by making supercharged VOLTA announcements over the loudspeaker!
theatreMAMA’s Year In Review 2019
theatreMAMA Takes A Walk Down Memory Lane Through 2019!
The start of a new year means saying goodbye and saying hello! It’s the lyrics to a Beatles song and also the perfect time to reflect on all the wonderful memories that have formed the beautifully intricate mosaic of this past year. theatreMAMA has had an exciting, adventure-filled year full of wonderful experiences and so much joy! So, on the final day of 2019, we are saying goodbye, hello, and THANK YOU! Our hearts are overflowing with gratitude for every amazing opportunity we’ve encountered during this epic year!
Throughout 2019, theatreMAMA was lucky enough to be BUSY! And I’m not just talking everyday, “hustle and bustle” kind of busy, I’m talking events in 10 different states and all across Canada kind of busy! During this year, we reached thousands of patrons through our creative, experiential marketing campaigns, handed out over a million pieces of various promotional collateral , staged numerous activations, launched multiple new promotions, and used our theatrical marketing skills to bring the incredible shows, brands, and companies we’ve partnered with to LIFE!!
So what exactly did we do in 2019? Presenting (Insert celebratory drum roll here!!!)
A Year In The Life Of theatreMAMA: 2019 Edition
This year we…
Brought our Killer Fosse moves to Times Square promoting Chicago the Musical
Looked sweet as pie serving up discounts for Waitress the Musical!
Felt ALL THAT JAZZ and more when we did a special NYC activation for the premiere of the Emmy Award-Winning show Fosse/Verdon on FX!
Explored NYC as Pip’s Island Adventurers! We were delighted to tap into our playful side when we started promoting Pip’s Island this year! Pip’s Island is a live experiential theatre show for kids-what better way to promote experiential theatre than with experiential marketing?
Brought a little Havana to Times Square when we promoted the delicious restaurant Havana Central!
Got in touch with our sporty side and cheered on the NY KNICKS by shooting patrons great discounts for the games!
Traveled on down to Ranger town, rockin’ those rad Rangers threads and giving patrons 20% off discounts to see their favorite hockey team!
Then, spring arrived and we decided to get out of Times Square and run away to the Circus...Cirque du Soleil that is! While our fabulous NYC teams were killing it in TSQ, we provided special activations for many of Cirque du Soleil’s shows all across North America!
theatreMAMA created a team of Fish Dancers and Fiesta Ambassadors for Cirque du Soleil LUZIA ! We began this year’s LUZIA adventures in Orlando, FL and eventually made our way up the coast to NYC! The NY LUZIA events took place all over the NY Metro Area and our Fiesta Fishies even got to play house at an IKEA in Brooklyn! After that, our LUZIA team swam over to Connecticut to promote the show during its run there!
Then, our Fishie Dancers swam across the continent for events in Canada! We started at the Calgary Stampede and then made our way over to Vancouver where we got to take part in Pride Week-one of the biggest LGBTQ+ events worldwide!
But our circus fun didn’t stop with LUZIA...we produced special activations for Cirque du Soleil VOLTA in Washington D.C., for OVO in Fort Worth, TX and for Amaluna in Los Angeles and Costa Mesa, California.
theatreMAMA has been honored to partner with Cirque du Soleil for many years now! We have so much fun bringing the essence of each unique show to life and this year, we took that one step further! We brought the VIP Experiences to life! Ever wonder what the human embodiment of the smooth, elegant cognac that is Hennessy Black looks like? Well look no further! theatreMAMA created the Hennessy Black Ravens! The Ravens were a part of the Hennessy Black VIP experience tent for many Cirque du Soleil shows throughout 2019, with campaigns in NYC, Washington D.C., Atlanta, GA, Chicago, and Miami, FL. Our Hennessy Black Ravens elevated the VIP experience at Cirque du Soleil through offering a one-of-a-kind sampling program of craft cocktails while educating guests about the cognac.
But why stop at cognac? Cirque du Soleil’s other corporate sponsors include Villa Maria Winery and Champagne Nicolas Feuillatte. How do you bring New Zealand Wine and French bubbly to life? We figured that one out too!
We’ve had the best time working with all three of these enticing beverage companies in partnership with Cirque du Soleil and can’t wait to create more intriguing ways to combine the enchantment of Cirque with the elegance of these libations.
While all of these campaigns were happening simultaneously with our regular NYC Street Teams, we also got the opportunity to put on one-day only events! We were thrilled to promote the glorious opening day of the Metropolitan Opera House 2019-2020 season and had a blast introducing Cleo, a widely popular (and sassy) financial app in the UK, to NYC with a scavenger hunt!
You’d think everything we’ve talked about so far would be plenty to fill a year, but not at theatreMAMA! As fall brought crisp air and pumpkin spice lattes to NYC, we got ready to spread holiday cheer! We brought our SPECTACULAR Toy Soldier Street Team (back for its fifth year!) to promote the Christmas Spectacular Starring the Radio City Rockettes AND partnered with Radio City to launch a brand new initiative-the Candy Cane Greeters! The Candy Cane Greeters look like they’ve just stepped off the Polar Express and were a source of information( and holiday magic!) for guests attending the Christmas Spectacular!
And since our Cirque fun is never done, we created a festive new gift wrapping activation in San Francisco to promote Cirque du Soleil Amaluna! What happens when Santa’s elves run away to join the circus? This awesome activation!!
It wouldn’t be theatreMAMA if we didn’t end the year with a bang! We are producing four New Year’s Eve events in three different states! In partnership with Champagne Nicolas Feuillatte, we will be ringing in the New Year with this fabulous bubbly, Champagne dresses, contortionists, and jugglers galore! What a way to ring in the New Year!
We’ve enjoyed every second of this wonderful, busy, creative, AWESOME year! Cheers to a new decade, new adventures, and to 2020! We are truly grateful for every person we’ve worked with, every experience we’ve had, and all the memories we’ve made! So now all that’s left to say is-THANK YOU!!!
Related Links:
