CASE STUDY

Launching the world's first Broadway musical... for a brand!

Brand  Skittles

Client  MARS

Market USA

The Broadway Musical

STORY 

On Super Bowl Sunday we debuted our show to 1,500 people including press and influencers.

 

We even sold authentic souvenirs, including T-shirts, posters and vinyl records as well as traditional bootleg merchandise outside the theatre.

The Super Bowl is the biggest and most competitive marketing moment of the year in the US. It costs $5 million for a 30-second TV ad.

Skittles wanted to get Super-Bowl-sized attention at this time, without buying Super Bowl ads.

 

Our solution was to create a 30-minute Broadway musical, vacating the Super Bowl stage in favour of a very different kind of auditorium. 

Announced on Times Square billboards, we sold real tickets at standard Broadway prices and sold out in 72 hours.

Then, we released a music video of our title track Advertising Ruins Everything and released the full cast recording on Spotify.

RESULTS 

We hit more than 2.5 billion earned impressions – 25 times the viewership of the big game.

 

The campaign was covered in more than 1,000 publications and news broadcasts.

 

The show even got glowing reviews from theatre critics in The New York Times and The Washington Post. 

2.5

Earned Impressions

25x

Viewership of superbowl game

AWARDS 

Cannes Lions 2019 - 12 Lions

 M&M Global Awards 2019  

Gold: Best Campaign led by Events, Experiential or Sponsorship Activation

Gold: Best Campaign led by the Creative Idea

Adweek Media Plan of the Year 

Best Use of Experiential $500,000 +

 AdClub Brave Brands Honoree 2019