• by Rob Kendt , June 20, 2006

The ad budget was so small, it was practically charity. Last year's online marketing program for the Broadway musical "Sweet Charity," starring Christina Applegate, included an intriguing campaign by Situation Marketing which offered contestants from around the country a shot at a one-night dance-on part in the musical, which has since closed. A page in Marie Claire magazine and on its Web site invited applicants to send in 30-second audition videos.

That pitch sparked interest, says Damian Bazadona of Situation Marketing--but the traffic once 10 finalists were announced and the voting began was "staggering." The 10 finalists were like "huge walking billboards, promoting the hell out of it." They garnered local TV and radio coverage and campaigned for votes on MySpace and Craigslist. The site logged more than 250,000 video views in a three-week period, and 15,000 votes were cast--all via word-of-mouth.

The stunt got the attention of Hollywood; in the works is a similar campaign to offer contestants a small role in a big movie. Meanwhile on Broadway, Situation continues online campaigns for "The Color Purple" and "The Wedding Singer" while getting a jump on next fall's season: an animated teaser on the Telecharge site for Martin Short's "Fame Becomes Me," and a site for "A Chorus Line" based on blogs by the show's actors.