This weekend, the best and brightest of Broadway gathered for The 63rd Annual Tony Awards.   As well as recognizing the season’s great performances and talent, the Tony Awards are a major showcase for the theatre community and a marketing event in its own right.   Even without leveraging a Tony, many shows are trying new tactics to gain our attention and ticket purchasing dollar.  Once, this just used to just include a willing volunteer wearing a board in Times Square.  Today, Broadway marketing is a sophisticated machine with many shows rapidly embracing new and social media to entertaining and creative ends.

For me, the best example is without a doubt is 9 To 5 the musical.  Like the show itself, the official site and social media activities are full of tongue-in-cheek humor which both entertains and informs audiences.  The site is media rich with video introductions from Dolly Parton and performances and promotional appearances from the cast throughout.  Updates also inform fans when the stars of the show will be appearing on TV.

There are masses of content with plenty of wallpaper, audio and video clips and even ringtones freely available by entering designated short codes.   Parts of the site even venture into office politics and corporate responsibility with a section offering tips from the characters on make your office green.  As well as the obligatory links to Facebook and YouTube pages, containing fan and cast pictures and performances, it also contains clever and creative ways to engage and virally motivate audiences.   From customizable, emailable “shoot  your boss games” to amusing “Doll Ecards” that allow you to send tailored audio messages from Dolly to your colleagues, giving them a shout-out, or your boss asking for vacations or raises, this social media campaign will keep you amused 9 to 5.

So I would like to present the first Brodeur Partners Ton(e)  for “Best Use of Social Media in a Broadway Show” to 9 to 5.  If the activities here don’t motive you to see the show, then Allison Janney’s wonderful performance certainly should.