Operation Mincemeat Halloween

Client Name: Operation Mincemeat
Campaign: Operation: Halloween
Date/Timing: Friday, October 31

THE SUMMARY
We hosted an in-theatre Halloween costume contest to encourage Mincefluencers to attend the show in their best Mincemeat looks! We coordinated a prize package with several of our neighborhood partners for the winner to take home.

To complement the in-theatre activation, we also threw the industry’s first Halloween Party at Sir Henry’s. Operation Mincemeat served as host to over 250 cast and crew members from Broadway.

THE CHALLENGE
Halloween is a notoriously tough day for the industry, so we wanted a promotion to boost sales and gain press for the show. Several shows did not have Halloween performances, so it was also a challenge to engage with casts who may have already made plans for the night.

THE INSIGHT
Broadway loves Halloween! The fans jumped at the chance to dress as their favorite Operation Mincemeat characters. They really lit up at the opportunity to share their cosplay and their love for the show with our team. The industry also showed up and showed out in costumes and spent the night mingling and dancing away at Sir Henry’s. There was a hole in Broadway Halloween programming for the industry which we filled.

THE IDEA
Throw a Halloween costume contest at the theatre to bring fans together in their best Mincemeat looks, and follow that event with an exclusive industry Halloween bash.

THE EXECUTION
We brought the cast to Bond 45, our partner and one of the prize package contributors, to film a special announcement video, mission-briefing style, for the in-theatre event. We also sent out emails and additional social posts about the event. Once the day came, our team patrolled the pre-show line and took pictures of all the costumes. A winner was chosen and announced during the curtain call!

For the party, we brought the opportunity to our partners at Sir Henry’s, who were excited to host us. We planned a specialty cocktail and printed signage for the bar. Our team worked with the press team to coordinate party invitations and manage check-in at the venue.

THE RESULTS
We received over 60 entries to the costume contest at the theatre and hosted over 250 attendees at the party! The contest was covered by Page Six and the party was featured on Broadway.com’s socials.

KEY TAKEAWAY
If you build it, they will come! Fans want to celebrate their love for fandom in-person with the community, and they appreciate being able to connect with the people working on the show. And — Broadway needed a Halloween party!