School of Communication and Digital Content
Master of Arts in Communication (MA)
Primary Subject Area
Information Science; Mass Communications; Sociology, Organizational; Theater; Business Administration, Marketing
Broadway, Digital Media, Media, New Media, Social Media, Twitter
Advertising and Promotion Management | Communication | Communication Technology and New Media | Marketing | Mass Communication | Theatre and Performance Studies
Sutton, Hilary, "The Tweet's the Thing: Exploring the Intersection of Social Media and Broadway" (2013). Masters Theses. 257.
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.