From Underdog to Tony Award® Winner

Overview
Maybe Happy Ending started as a small, fan-loved production. We helped turn that passion into a powerful digital movement that drove real ticket sales and national recognition.

Our Role
We transformed organic fan excitement into a structured digital fandom—amplifying voices, building community, and aligning content with sales moments.

What We Did

• Built a social-first fan engagement strategy

• Created shareable, emotion-driven content

• Activated and scaled online fan communities

• Connected fan engagement directly to ticket sales

Results

• 🏆 Tony Award® Winner – Best Musical 2025

• Increased ticket sales through social momentum

• Strong, loyal digital fanbase

• Sustained buzz through award season

Why It Worked
We focused on fans first—turning love into loyalty, and loyalty into growth.