The Tony Awards®

A Digital Moment in Live Entertainment

The 2015-2016 Broadway season was a unique one—it marked the 70th anniversary of the Tony Awards® and shows like Hamilton catapulted the industry back into the pop culture zeitgeist. Leveraging the revitalized attention, we wanted to celebrate a rich heritage as well as a season of unparalleled creativity and innovation that would pave the way for Broadway's tomorrow. As a somewhat niche industry, our goal was to make sure that history would have its eyes on the stage.

The fully integrated digital experience included everything from a digital platform to celebrate the stories of the year, to an online news aggregate, an original video series, and a strategic six-month social media extravaganza, all the way through to our six-hour fully produced red carpet and behind the scenes live show (in partnership with Nordstrom and BroadwayHD).

RESULTS:

  • The official Tony Awards® Global Live Story received millions of views.
  • @TheTonyAwards Instagram channel gained over 8K new followers in the month following the award ceremony.
  • #TonyAwards garnered nearly 4 million impressions and was trending all day on June 11th.
  • The Behind the Scenes live show received over 300,000 views, streaming on BroadwayHD, TonyAwards.com, CBS, Nordstrom, People, EW, Telemundo, Playbill and more.
  • Our work on the Tony Awards® has won the agency two Webby Awards.