Producers of Tony-nominated musical “If/Then” starring Idina Menzel are working with Mashable on a digital-marketing campaign, which the parties tout as the first such collaboration between a Broadway show and an online publisher on an interactive social and multimedia promotion.
The four-week campaign, which launched today, centers on the show’s central theme of how lives play out in two very different ways based on certain choices. The first installment is an Instagram video with Idina Menzel sharing her “If/Then” moment and inviting Mashable users to share their own 15-second stories.
“This is the first time there’s been a theater campaign that asks the audience to participate and create their own content,” Mashable chief revenue officer Seth Rogin said. “The only thing more powerful than standard advertising formats is real, natural word-of-mouth.”
SEE ALSO: Variety’s Review of ‘If/Then’
With the campaign, “If/Then” is hoping to amplify buzz on social-media platforms that its target audience uses the most. The show’s producers are banking on the star power of Menzel, who also starred in Disney’s smash hit “Frozen” as the voice of Elsa, to attract followers. For “If/Then,” Menzel earned a Tony Awards nom for best performance by an actress in a leading role in a musical, and creators Brian Yorkey and Tom Kitt scored a nod for best original score.
“We understand that much of our audience lives on social and felt Mashable was the perfect fit to help us bring the contemporary world of ‘If/Then’ to life via social media,” said “If/Then” producer David Stone in a statement.
The videos are hosted on Mashable-managed website IfThenStories.com. The Instagram videos from the “If/Then” cast, tech luminaries and users will be embedded in Mashable’s ad units, which will link to the show’s social media accounts on Facebook, Twitter and other sites.
Additionally, each week the best community-created video submissions will be compiled and shared across Mashable’s social channels, which in aggregate reach 15 million followers and 34 million unique visitors, according to the company.
Here’s the 15-second clip from Menzel, crediting her role in “Rent” as launching her career: