Beetlejuice

Finding New Audiences on the Road

We have been a part of Beetlejuice’s journey from pre-Broadway to Broadway to the North American Tour, quickly adapting the marketing strategy to engage new audiences along the way. Understanding the main Beetlejuice ticket buyer is 25-45 (10-15 years below the average touring Broadway buyer) we developed a strategy leaning heavily into digital and social media.

• Tapped into the power of social media to reach a younger target audience via paid and organic social media, especially TikTok.
• Identified Comic-Con and cosplay fans as a budding secondary demographic, which constitute nearly 25% of all single ticket buyers for Beetlejuice.
• Encouraged local press teams to expand their media outreach with Comic-Con and cosplay influencers, regular entertainment outlets and influencers, and other non-traditional media, increasing local theaters’ outreach 20-30% beyond.
• Campaign strategy amplified buzz for the tour and led to a 15-20% increase in first-time ticket buyers for local venues across the country, as well as recoupment after just 37 weeks on the road.