Two Strangers Macy’s Flower Show

Client Name: Two Strangers (Carry a Cake Across New York)
Campaign: Pre-Awards
Date/Timing: April 2026

THE SUMMARY
Two Strangers (Carry a Cake Across New York) partnered with Macy’s and Playbill to bring the first-ever Broadway performance to the iconic Macy’s Flower Show. By staging a surprise musical moment in one of New York’s most iconic retail destinations, the campaign brought Broadway directly to tourists and locals, reinforcing the show’s identity as a love letter to New York City.

THE CHALLENGE
Two Strangers needed to be established as the quintessential New York Broadway musical, and we needed a high-impact partnership with an iconic New York brand to solidify that positioning going into awards season.

THE INSIGHT
Tourists and locals are already drawn to iconic New York experiences like the Macy’s Flower Show. Aligning with a longtime New York landmark like Macy’s offered a natural opportunity to introduce potential audiences to Two Strangers in an unexpected, accessible way.

THE IDEA
Solidify Two Strangers as the most “New York” show on Broadway by bringing our lead actors to the Macy’s Flower Show and surprising Macy’s staff and guests with a Broadway performance where they would least expect it!

THE EXECUTION
We collaborated with Macy’s and Playbill to coordinate this pop-up performance, where Sam and Christiani performed on an internal balcony overlooking the first floor of Macy’s, completely covered in flowers for the annual event. The event was filmed by a multi-camera crew overseen by Playbill and expert A/V support from the Macy’s event team. Our street team was onsite handing out flyers and talking up Two Strangers to guests as they explored the Flower Show activations.

While onsite, the Playbill content team collaborated with the Two Strangers social team on some “walk & talk” content outside of Macy’s, where the actors spoke about what New York means to them and how it feels to connect on stage night after night.

A piece of social content that combined the walk-and-talk interview with the performance of “If I Believed” rolled out collaboratively between the Macy’s, Playbill, and Two Strangers social accounts, with their channels having a potential reach of over 3M followers. Additional social content was rolled out collaboratively between Playbill and Two Strangers, with a potential reach of over 1M followers.

THE RESULTS
The performance generated strong in-person engagement and social media visibility, reaching both planned attendees and incidental audiences. The collab Instagram post with Playbill, Macy’s, and Two Strangers received over 78K views across Instagram and YouTube, and an article recapping the activation went live on Playbill’s homepage in the days following the event. Additionally, our street team at the TKTS booth reported multiple people were inspired to purchase tickets to Two Strangers specifically after seeing this performance in person or across social media.

Macy’s also provided two weeks of promotion on their digital billboard, reaching tourists and commuters as they exited Penn Station each day. The partnership successfully introduced Two Strangers to a broader tourist base while reinforcing its positioning as a quintessential New York story.

KEY TAKEAWAY
By meeting potential audiences at an event where they were already excited to spend their time and connecting the show to the iconic Macy’s brand, this campaign was successful in establishing Two Strangers as the “New York” Broadway musical and earning extra press coverage before awards season. The performance was highly attended and captured, which elevated recognition and variety of assets for the show to share.