Marketing a Show Via Twitter - Next to Normal

Beating out Coca Cola, Star Trek, HBO and Sprint, the musical Next to Normal which began at Arena Stage in Washington, DC and moved on to Broadway, won an OMMA award for its Twitter campaign. The Online Media, Marketing and Advertising Awards are for internet creativity. The promotion was recognized by the MediaPost Group which sponsors the awards.

They used tweets to retell the show's plot by having the various characters advance the plot via short 140 character messages. They were taken from the book written by the show's author, Brian Yorkey. The responses by others has brought about the creation of a new song about tweeting, to be debuted at a future date.

During the campaign, the number of people following the show's messages topped out at 750,000 or so.

The Twitter campaign for "Next to Normal," much buzzed-about due to its unusually large number of followers for a Broadway show, has picked up an OMMA (Online Media, Marketing and Advertising) Award for online marketing.


It didn't hurt that the show's campaign was promoted extensively by Twitter itself to keep new participants involved. The drop out rate at Twitter is very high, at least half, and 30% of its users - according to a recent poll - don't expect it to still be around in a few years. It is all a crap shoot. And as the story below this one indicates, it doesn't stop people from claiming that Twitter is worth a billion dollars. The owners must be tweeting a happy tune.

But I wonder how many tickets this ad campaign sold, and how much the effort actually cost compared to traditional marketing methods.

"Next to Normal" Arriving on Broadway - We Have Earlybird Discounts

Next to Normal. Photo: Joan Marcus
Do we have a deal on the hot new musical Next to Normal for you! More on that later, but first you need to know why you should go. This contemporary musical explores how one suburban household copes with crisis. Through drama and music, it shows the length parents will go to in order to preserve the illusion of "normalcy." Of course, under the veneer of suburban conformity often lie unpleasant truths. Without them there would be no theatre, no soap operas, only boredom.

Next to Normal is the second of two productions that have made it from Molly Smith's Arena Stage to the Big Apple this year. 33 Variations starring Jane Fonda has already opened , while Next to Normal doesn't begin previews until March 27, and the show opens officially April 15.

Arena Stage’s production of Next to Normal went through four weeks of rehearsals and three weeks of previews before opening on December 10, 2008. For Arena’s production, five new songs were written and two new actors joined the ensemble: J. Robert Spencer as Dan and Louis Hobson as Dr. Madden/Dr. Fine.
Aaron Tveit, J. Robert Spencer, Alice Ripley, Jennifer Damiano, Adam Chanler-Berat and Louis Hobson. Photo: Walter McBride/Retna Ltd.

Producer David Stone states, “Anyone who has been involved with the creation of an original musical knows that much of the work happens in the rewriting. From the day after Next to Normal opened Off-Broadway through opening night at Arena Stage, Tom Kitt, Brian Yorkey and Michael Greif were committed to improving and rewriting this show with a level of dedication and focus I have seldom seen from a creative team.”

Arts America ran a photo report on Next to Normal earlier this year during its run in Washington, D.C. The news of its transfer to Braodway has been welcomed, the show deserves wider attention. One of the changes made is that the venue has changed from the Longacre to the Booth Theatre which is smack in the middle of all the action, on 45th Street, right at the corner of Shubert Alley.
Alice Ripley. Photo: Joan Marcus
The D.C. cast is superb and continues intact, from the dynamic Alice Ripley to the heart-throb Aaron Tveit whose Berkshire appearances at Barrington Stage were notable for the crowds of admirers who greeted him after each performance of Calvin Berger in William Finn's Musical Workshop. Perhaps the time is drawing near for one of our in-depth interviews with this rapidly rising young actor, as well as the incredible Alice Ripley who continues to stir audiences to their feet.
Aaron Tveit is on the rise.
In his review of the Arena Stage production, Peter Marks of The Washington Post, wrote, "Next to Normal is a moving, blisteringly honest, and inordinately powerful new musical, sung with a wallop by a six-member cast that includes the astonishing Alice Ripley, and dexterously directed by Michael Greif. Writers Tom Kitt and Brian Yorkey have stocked the musical with beautiful songs that get to the heart of the story- and simply get to the heart."

The discount deal we found for tickets to Next to Normal is simplicity itself: regularly $110-115 tickets in the orchestra and front mezzanine are $60.00 each if you use the code NNYT0316 and is good for all performances through May 10, 2009. Performances are Tuesdays at 7:00, Wednesday through Saturdays at 8:00 and SUnday at 7:30. The Matinees are Saturday at 2:00 and Sunday at 3:00.

You can call 212-947-8844 to order (remember to use the code) or go to BroadwayOffers.com and use the same code, NNYT0316. Offer expires May 10, but may be withdrawn at any time. Telephone and internet sales are subject to the usual service fees.

Louis Hobson, Adam Chanler-Berat, Jennifer Damiano,
J. Robert Spencer, Alice Ripley and Aaron Tveit gather for the original cast recording
Photo by Bruce Glikas

The original cast album is in the works. The cast has just finished recording it for Ghostlight Records. Exact date for the release of the Original Broadway Cast recording is not yet known.
Aaron Tveit flashes his charming smile moments before singing as Gabe, son of Diana and Dan.
Photo by Bruce Glikas

Finally, here is a full ten minute preview of the show I found on YouTube. You can also find some fascinating clips of Alice Ripley and Aaron Tveit in other shows, performances and club engagements.

Next to Normal at Arena Stage. Washington, D.C.

(top)  Aaron Tveit as Gabe, (second row - behind the scrim - L-R) Alice Ripley as Diana, Louis Hobson as Dr. Madden, (front row, L-R) J. Robert Spencer as Dan, Jennifer Damiano as Natalie and Adam Chanler-Berat as Henry. Photo by Joan Marcus

Around the beltway, even the pols are talking about the big musical hit at Arena Stage in Washington, DC, but there are only two more weeks in which to see it. Pre-inauguration visitors are gobbling the tickets up, so get your ducats asap. The show, if you haven't heard by now, is Next to Normal which arrived at Arena Stage shortly after its premiere production at Second Stage Theatre in New York City.

“This is a musical that gets under your skin,” comments Arena's Artistic Director Molly Smith.

Next to Normal is a contemporary musical that explores how one suburban household copes with crisis. With provocative lyrics and an electrifying score of more than 30 original songs, Next to Normal shows how far two parents will go to keep themselves sane and their family’s world intact.

(L-R) Aaron Tveit as Gabe, Alice Ripley as Diana and J. Robert Spencer as Dan at Arena Stage in Crystal City through January 18, 2009. Photo by Joan Marcus

The music is by Tom Kitt, book and lyrics by Brian Yorkey and direction by two-time Tony nominee Michael Greif (Broadway’s Rent, Grey Gardens), The cast includes Alice Ripley (Side Show), Aaron Tveit (Wicked, Hairspray), Adam Chanler-Berat and Jennifer Damiano (Spring Awakening) reprise their roles from the Second Stage production and are joined by J. Robert Spencer (Jersey Boys) and Louis Hobson.

Aaron Tveit (R) will be familiar to Berkshire audiences who saw him at Barrington Stage as Matt in Calvin Berger, seen here with David Perlman (L) as Calvin. Kevin Sprague Photo.

For those who haven't been to DC in a while, the company is currently rebuilding its 47-year-old Southwest DC theater campus which includes the Fichandler Stage and the Kreeger Theatre. Its reopening is slated for the 2010/2011 season. It currently operates out of Arena Stage in Crystal City and the historic Lincoln Theatre.

Visit their website for excerpts of Next to Normal and news of their next production, Irving Berlin's I Love A Piano, to run January 29 to February 15 at the Lincoln Theatre.

Aaron Tveit as Gabe, J. Robert Spencer as Dan, Alice Ripley as Diana, Jennifer Damiano as Natalie, Adam Chanler-Berat as Henry and Louis Hobson as Dr. Madden at Arena Stage in Crystal City through January 18, 2009. Photo by Joan Marcus. Photo by Joan Marcus.

Innovation is not only on the stage

Arena Stage is well known for its theatrical creativity, but this company goes the extra step. Its Board and administration have undertaken some pretty remarkable initiatives.

For example, when the investment banks failed and Washington was consumed with the economic rescue, Arena held a "Bail Out" ticket sale. Knowing that uncertain economic times creates uncertain ticket sales, they offered a one-day only "bail out" ticket sale. During these 24 hours, all tickets were $25 each for the first week of performances to all remaining seven shows at Arena Stage. This represented a savings of up to 60% off regular ticket prices for more than 25,000 tickets. According to Laura Bloom, Arena's media relations associate, the total number of tickets sold during this sale was 6,661 for an income of nearly $200,000. Pretty incredible, folks.

(L-R) J. Robert Spencer as Dan and Alice Ripley as Diana in Next to Normal at Arena Stage in Crystal City through January 18, 2009. Photo by Joan Marcus

The other program I find impressive is called "Send a young person to the theater" and it is both an educational and audience development initiative. These programs are largely sponsored by contributions both from individuals and grant givers. Arena Stage gives thousands of free and heavily discounted tickets to local students, forfeiting over $100,000 of revenue in the process, but insuring the growth of future audiences for theatre. Thank you!