Case Study

ARENA STAGE brand campaign

Brand Campaign


Arena Stage asked Gigawatt Group 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


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.

photo of cell phone displaying one of the Arena Stage ads. Vertical text on the left side reads #IYKYK.
simulated cell phone screen showing the silhouette of the Arena Stage building, without white outlined letters reading "IYKYK"
cell phone screen grab showing a podcast ad for Arena Stage consisting of black-and-white image of the Arena Stage building with the letters "IYKYK" and the Arena Stage logo


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.

a photo taken on a Metro Platform in Washington, DC, with two people walking past a digital billboard that shows an Arena Stage digital ad.


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.