Date
4-2013
Department
School of Communication and Digital Content
Degree
Master of Arts in Communication (MA)
Chair
Stuart Schwartz
Primary Subject Area
Information Science; Mass Communications; Sociology, Organizational; Theater; Business Administration, Marketing
Keywords
Broadway, Digital Media, Media, New Media, Social Media, Twitter
Disciplines
Advertising and Promotion Management | Communication | Communication Technology and New Media | Marketing | Mass Communication | Theatre and Performance Studies
Recommended Citation
Sutton, Hilary, "The Tweet's the Thing: Exploring the Intersection of Social Media and Broadway" (2013). Masters Theses. 257.
https://digitalcommons.liberty.edu/masters/257
Abstract
In 2009 the little known Broadway musical Next to Normal rose to fame through the aid of an unprecedented Twitter campaign conducted by Situation Interactive, a digital marketing agency. The Next to Normal Twitter account gathered over one million followers throughout a six-week campaign in which the Situation Interactive team joined forces with the book writer and lyricist of Next to Normal to recreate the plot in one hundred and forty-character snippets. By analyzing the data collected the researcher cultivates a collection of best practices for running a successful Twitter marketing campaign for a live experience.
Included in
Advertising and Promotion Management Commons, Communication Technology and New Media Commons, Marketing Commons, Mass Communication Commons, Theatre and Performance Studies Commons
