Campaign retold musical through Tweets

The Twitter campaign for “Next to Normal,” much buzzed-about due to its unusually large number of followers for a Broadway show, has picked up an OMMA (Online Media, Marketing and Advertising) Award for online marketing.

The Twitter push for the Rialto tuner, overseen by online specialist Situation Interactive, beat out campaigns for high-profile brands including Coca-Cola, Sprint, HBO and “Star Trek” for the laurel for Excellence in Online Creativity. Kudos are handed out by advertising-centric publication group MediaPost.

The winning campaign for “Normal” involved a retelling of the show’s narrative in tweets attributed to the tuner’s characters (as penned by book writer Brian Yorkey). Campaign also resulted in the creation of a new song suggested by the show’s Twitter followers, to be performed in a special event next month.

The number of Twitter followers for “Normal” currently approaches 800,000, a high tally boosted in part by the fact that the show’s campaign has been promoted by Twitter to new users of the online social network.

Filed Under:

Follow @Variety on Twitter for breaking news, reviews and more