Case study

Arena Stage Brand Campaign

Brand Campaign

Arena Stage

About the Client

Arena Stage at the Mead Center for America Theater is a flagship American theater located near The Wharf in Washington, D.C.  As the largest company in the U.S. solely committed to American playwrights and plays, it is considered a national center dedicated to American voices and some of the best artists around the country.


Arena Stage asked Gigawatt Group to develop a brand campaign to help drive awareness outside the scope of any individual performance, while also extending the conversation past the point of sale.

  • Marketing Strategy
  • Brand Strategy
  • Digital Marketing
  • Influencer Marketing
  • Media Buying
  • Graphic Design
The #IYKYK campaign featured both digital and traditional out-of-home (DOOH & OOH) ad creative.
Podcast ads were a key component of our brand campaign for Arena Stage.

Arena Stage is one of DC’s best kept secrets, but has a loyal and passionate following among those who have experienced a performance at the history theater.  We proposed and executed a multi-channel, digital-first campaign called “IYKYK” (If You Know, You Know) that capitalized on this passion, with the goal of creating a feeling of exclusivity for those in-the-know, and FOMO (fear of missing out) for those who aren’t.

The campaign’s central mission was to establish a strong and lasting digital presence for Arena Stage while engaging a wider audience.

By employing content-driven strategies, leveraging social media, regional influencers and content creators, as well as harnessing available data, our goal was to extend the campaign’s reach beyond the traditional theater experience.

In partnership with their internal marketing team, we were able to raise Arena Stage’s brand awareness by prioritizing engaging content, utilizing data insights, and engaging audiences seamlessly across social media, digital out-of-home (DOOH), and traditional out-of-home (OOH). The campaign’s lasting impact and continuous growth demonstrate the effectiveness of an “always-on” approach to brand engagement in the digital age.
Digital out of home (DOOH) was an integral part of the paid media plan for Arena Stage's brand campaign.
We partnered with key influencers as part of our brand campaign for Arena Stage.
Amy Rauch was one of the regional influencers we partnered with on our brand campaign for Arena Stage.
Multiple influencers were invited to be a part of our brand campaign for Arena Stage.

What our Clients Say About Us

"Gigawatt Group’s ability to collaborate directly with our internal team and other creative partners made it incredibly easy to work together. They are strategic, creative, and responsive. By analyzing our existing data, they were able to build upon our strengths and identify opportunities to develop new initiatives and reach new audiences. This data-driven approach not only integrated well with our current strategies but has laid a robust foundation for future activations."
Shonali Burke, CMO Arena Stage
shonali burke
Chief Marketing Officer, Arena Stage

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