SIX The Musical First-Ever Fan Presale
The Broadway comeback of 2021 was an unprecedented moment, and we responded with an unprecedented, first-of-its-kind campaign.
For the full 18 months that Broadway was shut down, SIX fans (known as the Queendom) shared their love and support for the show and each other across social media.
It was inspiring. So, when it was time to come back to Broadway, we wanted to give those unbreakable fans a chance to get tickets first, before anyone else could buy them.
Enter the first-of-its-kind-ever Fan First Access presale.
Being the first-of-its-kind-ever, there was a lot to figure out. First, we had to tell everyone about it. We sent a “teaser” email (to the current sign-up list) and posted to the SIX social accounts, driving fans to sign up for the FIRST ACCESS email list. This list would be the first to receive news about SIX‘s Broadway return and tickets going on sale (see below).
As soon as the New York Governor announced that Broadway could reopen, we sent information about the presale to the FIRST ACCESS email list, telling them when they could buy tickets before the general public (see below). Toby Marlow and Lucy Moss, the writers of SIX, also made a short video announcing the presale date for social media (see below).
Next, once the presale was live, we sent another email telling everyone it was time to get their FIRST ACCESS tickets to SIX! (See below.)
It may sound simple, but the result was huge. This little communication sequence surpassed the high presale benchmark set during the show’s initial launch in 2019. Special thanks to the Queendom for lifting our spirits throughout the pandemic with their positive energy and creativity