Broadway Influencer Marketing

Broadway influencer marketing

Influencer activations for Broadway and touring shows

And That’s Strategy casts, contracts and hosts creators for Broadway productions and national tours. Creator casting, contracting, PR boxes and event attendance, with usage rights negotiated upfront so the content that works can go into paid the same week.

How we run creator programs

Casting for fit, not follower count. We vet creators for real engagement against follower count and for audience overlap with the show, and we pass on accounts with bought followers.
Paid usage negotiated upfront. Usage rights are part of the first conversation, so strong creator content can be deployed in paid media without a second negotiation.
Specific deliverables, in writing. Contracts go out after email confirmation, comps and PR boxes are released once the signed agreement returns, and every brief specifies formats, timing and tags.
Measured after the post. Creators deliver seven-day post analytics so we report reach and engagement per creator, not estimates.
Events that fill. For creator nights and PR box drops we invite to a multiple of the target so the room is full on the night.

Results

The Notebook national tour: PR packages for 36 creators across 5+ cities and creator attendance managed market by market. Case study.
Touring programs: influencer activations across 20+ markets combined across our touring productions.
The Great Gatsby: creator collaborations that reached Olympians and Bachelorette cast members, plus a Russo Brothers appearance. The New York Times reported web traffic lifts of up to 21 percent after the show’s influencer collaborations. Case study.
Maybe Happy Ending: influencer activations alongside organic social for the six-time 2025 Tony Award winner. Case study.

Common questions

How does influencer marketing work for a Broadway show?

A creator program casts people whose audiences overlap the show’s, brings them to a performance or an event, contracts specific deliverables and usage rights, and measures what each post did. At And That’s Strategy the program runs inside the wider social and partnerships plan, so creator content feeds organic and paid channels.

How much does a Broadway influencer program cost?

It depends on creator tier, market count and whether an event is involved. Creator events, PR box drops and paid usage rights are each scoped separately, and we quote them as part of a proposal. Email inquiries@andthatsstrategy.com.

Can creator programs work for a national tour?

Yes. We run them market by market, with local creator casting, PR packages and attendance in each city. For The Notebook tour that meant 36 creators across 5+ cities.

Do you negotiate usage rights for creator content?

Always, and upfront. Paid usage is agreed before the creator posts so the content can be used in the show’s advertising without a second negotiation.

Build a creator program for your show

Tell us the show, the markets and the dates. We reply on the next business day.

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