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  • Writer's pictureKatherine G

Creating Broadway Buzz: Leveraging Times Square Billboards for a Captivating Premiere - A Case Study

Background: A prominent player in the entertainment industry was on an ambitious endeavor to premiere their highly anticipated Broadway play. With a rich history of successful productions, they recognized the significance of leveraging the iconic billboards in Times Square to create a buzzworthy campaign that would drive viewership, generate social media buzz, and attract advertisers.


Goals: The objectives of the campaign were as follows:

  1. Increase viewership and ticket sales for the Broadway play.

  2. Generate widespread social media buzz and engagement.

  3. Attract potential advertisers for partnerships and sponsorships.


Strategy: The Broadway Company collaborated closely with Maximum Media & PR to develop a strategic and visually captivating campaign for the Broadway play's premiere. The approach focused on creating an immersive experience that would captivate the attention of the Times Square audience. The creative concept revolved around highlighting key elements of the play, including its unique storyline and the cast's talent. To make the billboards interactive and engaging, The Broadway Company incorporated cutting-edge augmented reality technology that allowed passersby to experience a glimpse of the play's magic through their mobile devices.


Execution: The execution of the campaign was meticulously planned and flawlessly implemented. The billboards were strategically placed in prime locations within Times Square, considering foot traffic patterns and optimal visibility. The installation involved close coordination with local authorities and the technical team to ensure seamless execution. The campaign duration aligned with the play's premiere dates, creating a sense of anticipation and excitement among potential theatergoers. Despite the challenges inherent to operating in a bustling urban environment, the team overcame obstacles and delivered a flawless campaign.


Results: The billboard campaign generated remarkable results for The Broadway Company and the Broadway play. The strategic utilization of Times Square billboards led to the following:

  1. Increased social media mentions and engagement, with a surge in hashtag usage related to the play.

  2. Higher viewer ratings and positive reviews from theatergoers, with many attributing the captivating billboard campaign as a significant factor in their decision to attend.

  3. Positive press coverage, with several media outlets highlighting the innovative and captivating nature of the billboard campaign.

  4. Exceeded ticket sales projections, resulting in sold-out shows throughout the play's limited run.

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Testimonial: "Partnering with our esteemed billboard company for the premiere of our Broadway play was a game-changer. The visually captivating billboards in Times Square cre


ated an immense buzz that resonated with our audience, ultimately driving increased ticket sales and heightened social media engagement. The billboard added a touch of magic to the campaign, elevating the overall experience for potential theatergoers. We are thrilled with the exceptional results and immensely grateful for the collaborative approach taken by our billboard partners." - Stephen J.


The case study showcases how the strategic utilization of billboard space in Times Square played a pivotal role in creating buzz, excitement, and success for the premiere of the anonymous Broadway play. The visually captivating campaign, combined with innovative technology and strategic placement, contributed to increased viewership, heightened social media engagement, and positive outcomes for The Broadway Company. If you want to showcase your product or service, please contact us and we'll show you what we can do.

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