Oh, Hello on Broadway

The One That Broke All The Rules

To celebrate the Broadway arrival of cutting-edge comedy stars Nick Kroll and John Mulaney, we took a play inspired by a Comedy Central skit and launched it into the theatrical season's hottest event. To bring the story to life online and ultimately sell tickets, our challenge was to simultaneously speak to two very different audiences while legitimizing Oh, Hello on Broadway as a Broadway production (for theatre avids) and eventizing the run (for comedy fans).

Recreating the world of Oh, Hello online and extending the voices of Gil and George through a massive social campaign was the best way to draw in new audiences and whet the appetites of their already rabid fan base.

From content to community management, Gil and George interacted in first-person with our 40K Instagram followers, 13K Twitter followers and 12K Facebook fans.

We took the spirit of our octogenarian Upper West Siders to the airwaves to prove this wasn't your typical Broadway show and that these crummy characters were born for the stage.

Photography would best celebrate the spirit of the show’s real stars, Gil and George, so we tapped Peter Yang who had a keen understanding of capturing “funny” on camera. Pairing that with the iconographic New York City marquee lights in our title treatment helped convey our two worlds (comedy and Broadway) perfectly in print.

RESULTS:

  • Oh, Hello on Broadway broke the Lyceum Theatre Box Office record for gross weekly ticket sales.
  • The production surpassed all digital benchmarks for Broadway plays, from website visits (320%) and conversions (167%), to ROI (214%), social reach (500%) and more.
  • By popular demand, the show was filmed as a special for Netflix.