CELEBRATING A BANNER YEAR FOR EXPERIENTIAL MARKETING: 2023 YEAR IN REVIEW

Happy New Year! 2023 has officially come to a close, and what a banner year it was!

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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!

theatreMAMA’S Year in Review: 2023

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.

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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.

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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.

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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.

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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!

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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!

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.

Jinkx Monsoon and Kristin Chenoweth: Two Queens, One Killer Performance

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.

Related Links:

Jinkx Monsoon Dazzles in Chicago the Musical

Chicago The Musical 25th Anniversary PR Stunt

Chicago The Musical Dance Mob NYC Best Street Team

Sugar, Butter, Farewell! As Waitress Takes Its Final Bow on Broadway, theatreMAMA Closes Up Shop On This Promotion

Combine equal parts theatreMAMA and Waitress the Musical, add one brilliant soundtrack(by the incredibly talented Sara Bareilles), sprinkle with sweet-as-pie Ambassadors, top it all off with an EPIC pie hat...and you’ve got a recipe that’s baked to perfection! Waitress is near and dear to our hearts, especially since we’ve been in partnership with the musical since the very beginning! We started this promotion at the Brooks Atkinson box office over three years ago when Waitress opened on Broadway and have enjoyed every sugar-filled second of promoting this wonderful show!

Waitress the Musical has taught us that “Everything Changes,” so even though we’ll be hanging up our aprons and putting away our pie hats, marketing this special show will remain in our hearts forever. theatreMAMA is grateful for every second we spent working with Waitress and what better way to show how much this musical matters to us than in the form of a love letter?

Dear Waitress,

Thank you for all the beautiful, magical, pie-filled memories! From launching our Waitress street team in Times Square on Day 1,

To handing out delicious Pies-In-A-Jar at the Box Office when you opened,

To catching the attention of patrons in Times Square with our FABULOUS pie hats and custom designed costumes,

To pushing day of sales by interacting with Broadway-lovers waiting in line at TKTS,

To surprising those same TKTS patrons with a free Pie,

To the millions of people who couldn’t help but sing the soundtrack along with us (Did you know over 330,000 people come through Times Square every day?! That’s 50 million visitors annually, who all got a chance to see our amazing team!),

To the seeing-impaired 12 year-old Waitress super-fan who cried tears of joy when she got to feel one of our Ambassador’s pie hats before heading to the matinee, (there’s no picture of this unforgettable memory, but it will live in our hearts forever!)

To all the lives changed, made better, and made sweeter because of this incredible show!

We love you, Waitress!! This has been one extraordinary (and delicious!) journey that will remain baked in our hearts forever!

Love,

MAMA

 Related Links:

Waitress the Musical on Broadway Street Team with theatreMAMA

theatreMAMA's Candy Cane Greeters at Radio City

Radio City Christmas Spectacular Street Team Brand Ambassadors