This Albany marketing agency has previously discussed how things can go WRONG when something goes viral, but the hit Broadway showÂ Anything Goes proves that going viral can be a good, no GREAT, thing!
Before performances the cast ofÂ Anything Goes, which recently won Best Revival at last yearâs Tony Awards, has started a new tradition: mugging to the chart-topping pop tune “What Makes You Beautiful,” by boy band One Direction.Â What started out as an inside joke between cast members skyrocketed the Broadway show to YouTube stardom when Ray Lee,Â Anything GoesÂ cast member and aspiring filmmaker, turned the camera on and posted the video to YouTube.Â The video features the cast of the play lip synching to the song as well as letting viewers see the ârare glimpse into the offstage antics of this fun-loving cast.â
See the film here:Â http://bit.ly/KWrOLq
The video caught on like wildfire on the internet.Â Launched less than three weeks ago, the video has now received more than 229,900 views!Â The cast video was featured on NBC’s Today Show and well as picked up by major news sources such as the Wall Street Journal.
Talk about great marketing! Â And, thanks to YouTube, FREE PR!Â
The best part about the video the cast put together?Â It was completely improvised by the cast and the Roundabout Theatre Company had no idea the cast was doing it!Â “This came solely from the cast,” said Harold Wolpert, managing director at the Roundabout, the largest nonprofit theater company in New York. “You can’t manufacture something like that.” Lee explains the video took about 2 weeks to shoot and edit. âWe shot before the show, during our big Act 1 break, intermission, right after our big âBlow Gabriel Blowâ production number, and after the show,â he said.
The video is having an effect on ticket sales too.Â Attendance jumped 20% to 7,082 for the week ending May 20th, the first week the video was out; as cast members and management talked to fans at the show, many people mentioned that they had seen the video on YouTube.Â Roundabout executives are thrilled by the video’s reach. “It would take over 16 weeks of sold-out performances to equal the number of people who saw the video in the first six days,” a spokesman said.
Grassroots marketing efforts can be a powerful tool when youâre looking to get your message out, if done correctly.Â In this case, it was a smash!Â “This video allows the audience to see another side, a very playful side, of the actors who we have come to know through their characters inÂ Anything Goes,” Lee said. “It’s fun to get to know [another side] of them.”
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