theatreMAMA
Experiential Marketing
212-581-5863
Happy New Year! 2023 has officially come to a close, and what a banner year it was!
As we reflect on the past year, we can’t help but become overwhelmed with gratitude for all of the incredible opportunities 2023 brought to thetareMAMA. Back in March, we published a blog post titled, “If Sundance and SXSW are any Indication, 2023 is the Year of Experiential Marketing,” — we are over the moon that our prediction came true!
theatreMAMA’S Year in Review: 2023
Chicago Dance Mob
The Chicago Dance Mob had an epic year! The iconic Street Team was featured on “The Broadway Show,” attended the Curtain Up Broadway Festival, brought the “All the Jazz'“ flash mob back to Times Square, helped patrons save on tickets to Chicago and celebrated the musical’s 27th Anniversary on Broadway.
Sling TV + The Bachelor Activation
We created a brand new living media campaign for Sling TV! To promote ABC being available on Sling TV in New York markets, seven models clad in dapper tuxedos evoked ABC’s The Bachelor by passing out 500 long-stemmed red roses with Sling TV discount cards elegantly tied around them to the public. Additionally, ten MAMA Brand Ambassadors flooded the streets with cheer and enthusiasm while handing out discount offers and 900 Sling TV swag bags.
Cirque du Soleil + Disney ‘Drawn to Life’
We at Disney Springs in Orlando, FL. ‘Drawn to Life’ marked our 15th experiential marketing partnership with Cirque du Soleil!The immersive Street Team operates daily out of the residential show’s big top and box office. MAMA’s ‘Drawn to Life’ team was also invited to attend exciting off site events like the WDWPA Charity Golf Tournament and Orlando Pride.
theatreMAMA Turned 18!
April 9, 2023 marked MAMA's 18th birthday and 18 years of joyful, creative, innovative, connecting Experiential Marketing campaigns!
Blue Man Group
Our Blue Man Group Brand Ambassadors had a blast promoting the long-running Off-Broadway show at various locations across New York City and at events like Intrepid Kids Week, NYC Pride and NYU’s Welcome Week.
Waitress
We brought back our Waitress team to celebrate the Tribeca Film Festival screening of Waitress — Live on Broadway! The event marked the first-ever Tribeca Film Festival screening in Times Square. theatreMAMA’s Experiential Brand Ambassadors were at the event to ensure a sweet-as-pie experience for all attendees.
Eisenhower: This Piece of Ground & The Democracy Project
Over the summer, MAMA’s Brand Ambassadors got a bit Presidential promoting the limited runs of Eisenhower: This Piece of Ground Off-Broadway and The Democracy Project at Federal Hall.
Madison Square Garden Street Teams
We were thrilled to promote multiple events at Madison Square Garden in 2023! Events included various boxing matches, Cirque du Soleil’s ‘Twas the Night Before … and audience ingress services at the Mariah Carey and Travis Scott concerts.
The Metropolitan Opera Season Opener
To open the Met Opera’s new season with as much drama as, well, an opera, our Brand Ambassadors activated all day throughout Manhattan. The day culminated with our Met Opera Street Team assisting guests as they arrived to watch a free live transmission (in partnership with the Times Square Alliance) of Jake Heggie’s Opera, Dead Man Walking, on multiple screens in Times Square.
Goosebumps + Sony Pictures
Just in time for Halloween, theatreMAMA got to bring Slappy, the legendary Goosebumps dummy, to life to promote the new series by Sony Pictures and Disney +. The Slappy Brand Ambassadors activated outside the Javits Center to offer limited edition Goosebumps tote bags to New York Comic Con attendees. Fans swarmed the Slappy team to snap pictures and chat about their love of the franchise.
X: The Life and Times of Malcolm X at the Metropolitan Opera
MAMA's ambassadors celebrated X: The Life and Times of Malcolm X premier Met Opera performance with a special activation in both Brooklyn and Harlem. The Met team passed out limited-edition zines that featured quotes from the opera's libretto, by playwright, poet, and journalist Thulani Davis, superimposed on images of Black life in Harlem by the photographer Jamel Shabazz. The X: The Life and Times of Malcolm X team continued to activate in Harlem and Brooklyn throughout the show’s limited run.
Candy Cane Greeters
Our Candy Cane Greeter program returned to Radio City for its fourth year! MAMA’s Candy Cane Greeters took the ordinary to extraordinary for guests waiting in line to see the Christmas Spectacular Starring The Radio City Rockettes!Looking for a little North Pole magic? The Candy Cane Greeters create an immersive experience while assisting guests entering and exiting Radio City Music Hall.
Official Brand Ambassadors for the Christmas Spectacular Starring the Radio City Rockettes
Our Official Brand Ambassadors for the Christmas Spectacular Starring the Radio City Rockettes returned for their ninth year promoting NYC’s most iconic holiday show! Patrons were delighted to engage with our joyful holiday Street Team, and equally as thrilled for the opportunity to purchase discount tickets with theatreMAMA’s sales team discount code.
Rockefeller Center Elves
Our Rockefeller Center Elf Street Team returned this year to spread a whole lot of holly-jolly while assisting guests visiting the area! The Elf team handed out informative holiday maps, led guests to the Rock Center Santa Experience, helped guests navigate Rockefeller Center attractions, shops and restaurants and brought holiday magic to NYC!
Cirque du Soleil x Art Basel
We were given the incredible opportunity to create the Cirque du Soleil Icon program! Cirque invited MAMA Brand Ambassadors, Derrick and Ali, to experience Art Basel, Miamiwhile interacting with the art and artists as the Cirque Icons. Celebrating 40 years of productions that offer emotional, compelling entertainment, the Cirque Icons were thrilled to shine their light on the incredible artists that were showcased at Art Basel. Our team even partnered with local influencers to further amplify Art Basel and Cirque du Soleil. What an exciting collaboration!
Thank you to all of our wonderful clients, fabulous Brand Ambassadors and stellar staff for making 2023 an epic year! We look forward to working together again in 2024 and can’t wait to see what this new year brings!
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“Opera is the ultimate art form. It has singing and music and drama and dance and emotion and story.”
Though Diane Paulus makes a great point, the majority of the population rarely gets to experience opera. The epic art form often remains out of reach, a night at the opera evoking the gilded privilege of the few. But, to quote Diane Paulus again, “I don’t want art to exist in a bubble,” – and neither does the Met.
The Metropolitan Opera House is kicking off its 2023-24 season opener with a FREE live transmission (in partnership with the Times Square Alliance) of Jake Heggie’s “Dead Man Walking” on multiple screens in Times Square. There will be 2,000 seats available on a first-come, first-served basis, and theatreMAMA’s Met Opera Brand Ambassadors will be there to assist guests!
Content Advisory: “Dead Man Walking” contains a depiction of a rape and murder, as well as other adult themes and strong language.
To open the Met Opera’s new season with as much drama as, well, an opera, our Brand Ambassadors will activate all day on Tuesday, Sept. 26 throughout Manhattan. The Met Opera city takeover will feature 12 experiential Ambassadors who will evoke the creative spirit of the iconic opera house while spreading excitement about the Met’s new season across the community.
Partnering with the Met Opera to amplify the start of their 2023-24 season is a way to bring opera directly to the people. Did you know that this year’s event continues a 17 year-tradition of the Met live streaming their season opener? This initiative is an incredible way to break down the barriers that prevent people from experiencing the opera. Everyone should be afforded the opportunity to enjoy this grand art form, and theatreMAMA will make sure that evreryone in the city knows they can attend this event! The Met will even be offering a freeaudio stream of the performance for those who can’t make it to Times Square.
“Dead Man Walking” is the most performed modern opera of the last 20 years. The show is based on a memoir by Sister Helen Prejean that details her fight for the soul of a condemned murderer. Produced by Ivo van Hove and featuring mezzo-soprano Joyce DiDonato starring as Sister Helen, bass-baritone Ryan McKinny as the death-row inmate Joseph De Rocher, soprano Latonia Moore as Sister Rose and mezzo-soprano Susan Graham as De Rocher’s mother, “Dead Man Walking” is sure to be a thrilling season opener.
Opera can – and should – be accessible to everyone. By continuing to honor the tradition of live streaming their season opener, the Met is building a bridge from the opera house to the people.
Hoping to catch another one of Met’s masterpieces this season? Tickets start as low as $25 AND free audio broadcasts of the 2023-24 season will be available throughout the year on select Saturday afternoons. So … what are we waiting for? Let’s go to the opera!
“Dead Man Walking” Live Stream iNFORMATION
What: “Dead Man Walking” Live Met Opera Transmission
When: Tues. Sept. 26, 2023 @ 6:30 p.m. (House opens at 5:30 p.m. and the pre-show live stream begins at 6 p.m.)
Where: Duffy Square and the Broadway Plazas, between 43rd & 44th Streets and 46th & 47th Streets
Content Advisory: “Dead Man Walking”contains a depiction of a rape and murder, as well as other adult themes and strong language.
Additional Info: “Dead Man Walking” is sung in English and is approximately 3 hours including a 30 minute intermission. This event is free and open to the public.
Related Links:
Metropolitan Opera Street Team: Times Square Takeover
Baldwin Hardware 70 Years Bold Living Media Campaign
Experiential Marketing: Antidote To The Loneliness Epidemic?
Today may mark the end of Pride month, but LGBTQIA+ Pride is celebrated everyday at theatreMAMA. We are committed to affirming, uplifting and advocating for increased visibility and equality for the LGBTQIA+ community.
Looking for resources and/or to get involved? Check out The Center. The Center offers the LGBTQ communities of NYC advocacy, health and wellness programs; arts, entertainment and cultural events; recovery, parenthood and family support services.
Last weekend, our Blue Man Group Brand Ambassadors attended Youth Pride 2023 in Brooklyn and the annual NYC Pride Parade. Blue Man Group even made a special appearance at Youth Pride! Our Experiential Street Team handed out Blue Man Group swag, including Pride-themed temporary tattoos that were a big hit. What an honor it was to participate in such joyful celebrations of Pride!
Blue Man Group Brand Ambassadors at NYC Pride 2023; Blue Man Group performance at Brooklyn Youth Pride 2023; Blue Man Group Brand Ambassadors at Youth Pride 2023
This month, we also had the privilege of celebrating our MAMAs who are a part of the LGBTQIA+ community. Staff members graciously shared their thoughts on what Pride and the arts means to them. Check out their responses!
We are so grateful to our amazing team who shared their incredible stories and ideas with us.
Happy Pride today and every day!
Related Links:
Chicago Pride - Blue Man Group and Prince Immersive Experience
iAmsterdam and theatreMAMA celebrate Amsterdam in NYC
If you were in the Times Square area yesterday morning, there’s a good chance you encountered a group of seven handsome men, dressed to the nines, handing out long stem roses ( a la ABC’s “The Bachelor”) to NYC residents, commuters and tourists. You may have also picked up a Sling TV swag bag from a genial Brand Ambassador. If so, you walked right into theatreMAMA’s latest experiential marketing campaign.
Seven men sporting Tuxedos from SuitShop and offering free roses to passersby in Times Square is a sure way to create buzz in the area! That was the intention behind our brand new living media campaign to promote Sling TV, an American streaming television service that helps customers cut the cord from expensive cable subscriptions and replace them with low-cost, streaming TV services. We wanted to create buzz – a memorable moment of surprise and joy – on an otherwise typical Monday morning. Shared experiences and memorable interactions are the (not so) secret sauce of experiential marketing success, and this activation did just that!
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MAMA's ambassadors set out on a mission with WALDO for a special social media promotion, asking 'True or False' questions to pedestrians and tourists.
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The start of a new year means saying goodbye and saying hello! It’s the lyrics to a Beatles song and also the perfect time to reflect on all the wonderful memories that have formed the beautifully intricate mosaic of this past year. theatreMAMA has had an exciting, adventure-filled year full of wonderful experiences and so much joy! So, on the final day of 2019, we are saying goodbye, hello, and THANK YOU! Our hearts are overflowing with gratitude for every amazing opportunity we’ve encountered during this epic year!
Throughout 2019, theatreMAMA was lucky enough to be BUSY! And I’m not just talking everyday, “hustle and bustle” kind of busy, I’m talking events in 10 different states and all across Canada kind of busy! During this year, we reached thousands of patrons through our creative, experiential marketing campaigns, handed out over a million pieces of various promotional collateral , staged numerous activations, launched multiple new promotions, and used our theatrical marketing skills to bring the incredible shows, brands, and companies we’ve partnered with to LIFE!!
So what exactly did we do in 2019? Presenting (Insert celebratory drum roll here!!!)
A Year In The Life Of theatreMAMA: 2019 Edition
This year we…
Brought our Killer Fosse moves to Times Square promoting Chicago the Musical
Looked sweet as pie serving up discounts for Waitress the Musical!
Felt ALL THAT JAZZ and more when we did a special NYC activation for the premiere of the Emmy Award-Winning show Fosse/Verdon on FX!
Explored NYC as Pip’s Island Adventurers! We were delighted to tap into our playful side when we started promoting Pip’s Island this year! Pip’s Island is a live experiential theatre show for kids-what better way to promote experiential theatre than with experiential marketing?
Brought a little Havana to Times Square when we promoted the delicious restaurant Havana Central!
Got in touch with our sporty side and cheered on the NY KNICKS by shooting patrons great discounts for the games!
Traveled on down to Ranger town, rockin’ those rad Rangers threads and giving patrons 20% off discounts to see their favorite hockey team!
Then, spring arrived and we decided to get out of Times Square and run away to the Circus...Cirque du Soleil that is! While our fabulous NYC teams were killing it in TSQ, we provided special activations for many of Cirque du Soleil’s shows all across North America!
theatreMAMA created a team of Fish Dancers and Fiesta Ambassadors for Cirque du Soleil LUZIA ! We began this year’s LUZIA adventures in Orlando, FL and eventually made our way up the coast to NYC! The NY LUZIA events took place all over the NY Metro Area and our Fiesta Fishies even got to play house at an IKEA in Brooklyn! After that, our LUZIA team swam over to Connecticut to promote the show during its run there!
Then, our Fishie Dancersswam across the continent for events in Canada! We started at the Calgary Stampede and then made our way over to Vancouver where we got to take part in Pride Week-one of the biggest LGBTQ+ events worldwide!
But our circus fun didn’t stop with LUZIA...we produced special activations for Cirque du Soleil VOLTA in Washington D.C., forOVO in Fort Worth, TX and for Amaluna in Los Angeles and Costa Mesa, California.
theatreMAMA has been honored to partner with Cirque du Soleil for many years now! We have so much fun bringing the essence of each unique show to life and this year, we took that one step further! We brought the VIP Experiences to life! Ever wonder what the human embodiment of the smooth, elegant cognac that is Hennessy Black looks like? Well look no further! theatreMAMA created the Hennessy Black Ravens! The Ravens were a part of the Hennessy Black VIP experience tent for many Cirque du Soleil shows throughout 2019, with campaigns in NYC, Washington D.C., Atlanta, GA, Chicago, and Miami, FL. Our Hennessy Black Ravens elevated the VIP experience at Cirque du Soleil through offering a one-of-a-kind sampling program of craft cocktails while educating guests about the cognac.
But why stop at cognac? Cirque du Soleil’s other corporate sponsors include Villa Maria Winery and Champagne Nicolas Feuillatte. How do you bring New Zealand Wine and French bubbly to life? We figured that one out too!
We’ve had the best time working with all three of these enticing beverage companies in partnership with Cirque du Soleil and can’t wait to create more intriguing ways to combine the enchantment of Cirque with the elegance of these libations.
While all of these campaigns were happening simultaneously with our regular NYC Street Teams, we also got the opportunity to put on one-day only events! We were thrilled to promote the glorious opening day of the Metropolitan Opera House 2019-2020 season and had a blast introducing Cleo, a widely popular (and sassy) financial app in the UK, to NYC with a scavenger hunt!
You’d think everything we’ve talked about so far would be plenty to fill a year, but not at theatreMAMA! As fall brought crisp air and pumpkin spice lattes to NYC, we got ready to spread holiday cheer! We brought our SPECTACULAR Toy Soldier Street Team (back for its fifth year!) to promote the Christmas Spectacular Starring the Radio City Rockettes AND partnered with Radio City to launch a brand new initiative-the Candy Cane Greeters! The Candy Cane Greeters look like they’ve just stepped off the Polar Express and were a source of information( and holiday magic!) for guests attending the Christmas Spectacular!
And since our Cirque fun is never done, we created a festive new gift wrapping activation in San Francisco to promote Cirque du Soleil Amaluna! What happens when Santa’s elves run away to join the circus? This awesome activation!!
It wouldn’t be theatreMAMA if we didn’t end the year with a bang! We are producing four New Year’s Eve events in three different states! In partnership with Champagne Nicolas Feuillatte, we will be ringing in the New Year with this fabulous bubbly, Champagne dresses, contortionists, and jugglers galore! What a way to ring in the New Year!
We’ve enjoyed every second of this wonderful, busy, creative, AWESOME year! Cheers to a new decade, new adventures, and to 2020! We are truly grateful for every person we’ve worked with, every experience we’ve had, and all the memories we’ve made! So now all that’s left to say is-THANK YOU!!!
Related Links:
Chicago The Musical Dance Mob NYC Best Street Team
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Black Friday Deals for Waitress The Musical, Chicago The Musical, The Christmas Spectacular Starring the Radio City Rockettes & Pip’s Island Interactive Show.
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Deck the halls with boughs of holly? More like deck the city streets with merriment and cheer! What is this cheer of which I speak? Well, allow me to introduce our Candy Cane Greeter street team! This holiday season you can find our Candy Cane Greeters lighting the way to the Christmas Spectacular Starring the Radio City Rockettes at Radio City Music Hall!
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Do you feel that?
The New York City air is crisp. The faint smell of pumpkin spice wafts from local coffee shops. Commuters are wearing scarves and the sun has started to set a bit earlier these days.
And then...it happens.
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This is the newsroom for all things theatreMAMA; a living media agency for the entertainment industry, with offices in New York City and Laguna Beach, CA. We have had the good fortune of creating experiential campaigns and stunts in over 70 different markets across the US, but are perhaps best known for being the #1 street team company in New York.
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