Challenge:
Harness passion for the iconic show to build momentum online and extend brand awareness
Fresh Perspective:
- Create a singular voice for The Radio City Christmas Spectacular Starring The Rockettes
- Develop a continuous dialogue through a more meaningful social media presence
- Tap into the nostalgia and the magic around the annual show ritual to build buzz
Authentic Approach
BRIDGE DIGITAL AND TRADITIONAL EFFORTS
- Aligned social media efforts with traditional efforts to build interest online
- Used social media channels to share timely information and to respond to questions and issues
- Engaged with fans and followers through weekly online events, such as Tweet Your Experience and Tweet with a Rockette Tuesday
- Ran a Twitter scavenger hunt with a real-world component and trivia contests
CAPITALIZE ON SUBSTANTIAL ASSETS
- Approached online influencers with compelling content – videos of Rockettes’ visits to local dance schools, behind-the-scenes interviews, etc.
HOLD EVENT TO INSPIRE BRAND EVANGELISM
- Hosted an exclusive mommy blogger event with The Rockettes, Santa, and Magnolia Bakery. Guests attended the show post-festivities
Meaningful Impact
- More than doubled the social media likes and followers
- More than quadrupled the total number of @mentions on Twitter
- Improved Facebook post quality and interaction
- Garnered 30,000 video views on YouTube
- Secured blog posts about the show on key mommy and travel blogs
