To celebrate the 70th anniversary of the Tony Awards®, we wanted to pay tribute to an incredibly rich heritage while celebrating a season of unparalleled creativity and innovation that would pave the way for tomorrow. We know theatre is often considered a niche industry with a very specific audience, but our goal was to make sure that history would have its eyes on Broadway this season.
We brought the Tony Awards® beyond the bounds of Broadway to the entire world with a fully integrated digital experience—from a digital platform to celebrate the specific stories of our season, to a digital news aggregate, an original video series, and a social media extravaganza, all the way through to our 6 hour fully produced red carpet and behind the scenes show live event.
The Tony Awards were the talk of the town and the digital space, garnering nearly four million impressions. #TonyAwards was trending globally all day, our live show received nearly 300,000 views across publishing platforms, and our Snapchat Live Story received millions of views worldwide. A story for the ages!