Kiss Me, Kate, the iconic golden age musical, returned to Broadway in 2019. To create buzz around the revival, and promote our show as a modern, sexy version of Kate, I planned and executed the “kissing booth” campaign—partnering with brands around Times Square for pop-up events in the weeks leading up to Valentine’s Day.
At each location, fans would have a chance to meet cast members, win free tickets and pick up our custom, limited-edition candy hearts.
We launched the promotion at BroadwayCon, an annual convention for Broadway lovers from across the world. These brand ambassadors posted their own content of meet & greets from the “kissing booth” across their social channels.
For subsequent activations, I leveraged existing institutional relationships and appealed to brands who felt like a natural fit. These partners hosted a series of events and amplified the promotion on their own channels.
The kissing booth activation gave Broadway superfans an exclusive chance to interact with our brand, and also drove awareness with new audiences through our various partnerships.
Madeline Hurley 