ARENA STAGE 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.
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 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.