MJ the Musical UK Opening Night: A Full Funnel Marketing Campaign

In order to maximise the impact of MJ’s official opening, we launched a full-funnel digital campaign for the month of March culminating in opening night on 26 March. Our content goal was engagement and awareness. To achieve this we rolled out a series of videos that introduced the show and the cast to a new London audience. We also invited influencers to celebrate MJ’’s arrival in the West End, providing an authentic and additional endorsement to key audiences beyond traditional theatregoers. Finally, we broadcast live social coverage from the opening night and red carpet culminating in a sizzle video which was distributed through paid media, earned media, press and partners immediately following opening. 

To push ticket sales, this was coupled with increased media presence, as well as leveraging our owned data list with a series of e-blasts to drive urgency to book and be the first to see MJ in the West End.