Situation Interactive
HAIR, "The Hair eParty" VIRAL CAMPAIGN
HAIR is the only Broadway show to invite audience members on stage at the end for a big dance party.
Situation Interactive saw a unique viral marketing opportunity in this. The team installed a camera in the Al Hirschfeld Theatre mezzanine that turns at the end of the show to capture the big dance
party. As soon as the video was posted to the Web site, audience members would be sent a post-show email with a link to view the night's "eParty." They could even tag themselves on
Facebook, or share their eParty moment via Facebook, Twitter or email.