Shrek is part of Broadway’s “monster” transition to social media marketing.
According to Variety.com, a growing number of Broadway producers and marketers are using sites such as Facebook, MySpace, and Twitter to craft creative social media marketing campaigns for their shows. “Shrek the Musical” has launched its own social networking site (shrekster.com, known as “a place for theatreogres”), while the character-based online narrative created by the show “Next to Normal” (twitter.com/n2nbroadway) has attracted a following of more than 100,000 on Twitter. It’s all part of what one Broadway marketer refers to as “a monster transition in how shows are marketed.”
Social media sites are expanding the reach of Broadway ad agencies, but they can also be more time-consuming than traditional marketing methods. “It takes a lot of people and a lot of time to hit as many eyes as we used to,” Sara Fitzpatrick, director of interactive at SpotCo, told Variety.
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