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Experiential marketing is continually growing and becoming a favourite for many retailers. The Wall Street Journal recently posted an article which speaks about a new trend, using Broadway and theatres as their experiential marketing strategy.

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Read on below for a snippet of the article posted on The Wall Street Journal’s site.

Retailers looking to convey their brand identities are increasingly embedding themselves with master storytellers: Broadway shows.

During this fall’s theatre season, retail marketers have found new ways to weave a show’s cast or creative team into brand-related content.

“The biggest growth within the advertising business is experiential marketing—and Broadway is an experiential brand,” said Damian Bazadona, founder and president of Situation, a digital-marketing agency.

And when the stars of the cast or creative team share with their own followers, they reach beyond the 600 to 1,500 or so people in an audience.

“Casts have evolved dramatically,” said Mr. Bazadona. “They are now their own brands.”

Here’s a look at three partnerships on Broadway:

  • ‘Dear Evan Hansen’ and Bloomingdale’s

At the Music Box Theatre, a once-dingy dressing room has been redecorated as a private lounge for the cast and backstage visitors at the new musical “Dear Evan Hansen.”

Courtesy of Bloomingdale’s, the room is outfitted with cowhide ottomans and a chaise longue, as well as a “ Twitter mirror,” allowing guests to take selfies that post to the show’s Twitter feed—along with the automatic text “Backstage at #DearEvanHansen.”

  • ‘Falsettos’ and Brooks Brothers

For opening night of “Falsettos,” the revival’s leading men—three adults and one child actor—were dressed by the retailer Brooks Brothers.

In the musical, a man leaves his wife for his male lover, upending his family and the status quo during the 1970s and ’80s. A social-upheaval theme might seem incongruous with the timeless, classic style found at Brooks Brothers.

But one of the show’s stars, Andrew Rannells, was previously dressed by Brooks Brothers, and he brought the one-night wardrobing idea to public-relations manager Dana Schiller.She was all in.

“It gives us the opportunity to dress talent who wouldn’t typically look to wear Brooks Brothers,” said Ms. Schiller, whose brand then benefits as pictures make the rounds on social media.

  • ‘Waitress’ and Ann Taylor

If story matters for a brand, then the musical “Waitress” and Ann Taylor appear to be a fit.

“Ann Taylor sells women’s clothing,” said producer Barry Weissler. “‘Waitress’ is about women and women’s empowerment—growing into your own, being your own person.”

Starting in October, Ann Taylor highlighted the musical’s story and creation by featuring director Diane Paulus and star Jessie Mueller in photos and video interviews. An in-store panel discussion and songs followed in Manhattan.

For the full and original article, click here.

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