SIX Broadway Sing-Along Performance

Client Name: SIX Broadway
Campaign: The First-Ever SIX Broadway Sing-Along Performance
Date/Timing: March 6, 2024

THE SUMMARY
SIX made Broadway history with its first-ever Sing-Along performance, inviting fans to buy tickets to a special performance and sing their favorite songs LIVE at the Lena Horne Theatre. Part of our SIXth of the Month Series, this one-night event transformed an ordinary Wednesday into a can’t-miss event and celebration of fandom.

THE CHALLENGE
With SIX a few years into its Broadway run, the marketing goal was to eventize the show — to create new urgency and cultural moments that re-energize fans, drive press, and spark fresh demand.

THE INSIGHT
Audiences today crave experiences they can’t get twice. They’re motivated by limited-time moments and opportunities to participate in something special, shareable, and communal.

THE IDEA
Give fans a reason to come back — and bring friends — with a one-night-only Broadway event that turns the audience into the performers: the first-ever SIX Broadway Sing-Along performance.

THE EXECUTION
The Sing-Along was positioned as a can’t-miss Queendom event through social countdowns, influencer amplification, and email channels. Integrated within the SIXth of the Month series, the tone was celebratory and “FOMO”-inducing — inviting fans to “take the mic” alongside Broadway’s Queens and join history in the making.

THE RESULTS
Tickets were snapped up quickly and the event generated high social engagement. SIX was the #1 Broadway show for Audience Growth by total change during this week, gaining over 2,500 new fans, with audience clips and influencer posts flooding feeds before, during, and after the show. Coverage across Broadway outlets amplified buzz and post-event sentiment highlighted SIX’s leadership in fan-forward Broadway marketing.

KEY TAKEAWAY
Strategically eventizing the run through one-night-only experiences sustains excitement, drives attendance, and strengthens fandom.