theatreMAMA is offically an adult! April 9, 2023 marks MAMA's 18th birthday and 18 years of joyful, creative, innovative, connecting Experiential Marketing campaigns. The last 18 years have been an incredible journey, so we thought it would be fun to celebrate this year's birthday by taking a look back at monumental MAMA milestones. Navigate through our interactive '18 Years of MAMA' timeline below to discover some of our favorite moments in MAMA history.
Will You Accept This Rose? Our Latest Experiential Marketing Activation Sent ‘Bachelors’ To Charm Times Square and Promote Sling TV
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!
If Sundance and SXSW Are Any Indication, 2023 IS The Year of Experiential Marketing
Though the past few years have been defined by a pandemic-necessitated pivot to virtual events, this year, event-attendees and companies alike seem to be craving in-person experiences. With our work in Experiential Marketing, we get it. There’s nothing better than meaningful, shared experiences – especially now that we can gather safely. Three years after the pandemic shutdown, we have truly understood what it means to be without live experiences, socially isolated and craving connection. That trial revealed to us just how important and impactful Experiential Marketing is.
We are only at the beginning of 2023, and two major festivals – Sundance Film Festival and South by Southwest (SXSW) – have signaled a big, bold return of Experiential Marketing this year. Both festivals featured extensive immersive experiences and brand activations.
“We’re not really seeing a lot of engagement around hybrid or purely online [activations]. We have a handful of partners who are doing that but the biggest and most obvious thing we’ve seen is this roar to be back on the mountain and this excitement to be engaging in-person again.”
—Mary Sadeghy, head of partnerships and co-director of advancement, Sundance Institute, in an interview with Digiday.
At Sundance, there were 122 brands that came to Park City, Utah and 18 event marketing partnerships that set up activations along Main Street. Activations included classes, panels, parties, beverage stations and numerous other experiences for Sundance attendees.
The same approach was seen last week at SXSW in Austin, Texas. A great deal of brands created experiential activations throughout the festival, but the most exciting trend this year was the innovation of (ridiculously cool) brand houses. Lush, ParamountPlus, Planned Parenthood, Prime and Roku created interactive brand houses for the festival, each a unique and elaborate physical manifestation of the brands.
Hats off to the agencies and brands creating new experiences for all of us to enjoy! Innovation in Experiential Marketing is one of the most exciting aspects of this industry. theatreMAMA has been pushing the boundaries of brand marketing for almost 20 years and we have loved every second of it! Reflecting on past campaigns, and the imagination invoked by them, we are thrilled to continue innovating as we move forward, with gratitude, into a year defined by connection, shared experiences and Experiential marketing.
A Look at theatreMAMA’s Experiential Marketing Campaigns
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Roses Are Red, Violets Are Blue, Pop The Champagne and Marvel At Our Stilt Walker Too!
theatreMAMA brings talent to Post Oak Hotel in Houston for Champagne Nicolas Feuillatte to celebrate their sponsorship with Alegria by Cirque du Soleil.
VOLTA Sparks Joy At The L.A. Art Show
theatreMAMA teams up with VOLTA by Cirque du Soleil to bring Cirque-inspired performers to the L.A. Art Show Opening Night and Premiere Party!
Cirque, Champagne, and Wine-Oh My!
theatreMAMA Partners With Atlanta Kroger To Feature Champagne Nicolas Feuillatte, Villa Maria Wines, and VOLTA by Cirque du Soleil With An Enthralling In-Store Activation!
Pop The Bubbly, Our Champagne Goddess Is At The Diplomat Resort!
Guests at the Diplomat Beach Resort are in for a dazzling discovery and an effervescent treat Saturdays throughout this month! Imagine returning to your hotel after a day at the beach and being greeted by a heavenly champagne goddess come to life? Well, this dream becomes a reality at the Diplomat Hotel in Miami, Florida. theatreMAMA is creating a new program to showcase the national partnership between Champagne Nicolas Feuillatte and Alegria by Cirque du Soleil to treat hotel-goers to an enchanted taste of Cirque and Champagne!
theatreMAMA Kicks Off LOS ANGELES IKEA Tour With Pop Up Marketing Events For VOLTA By Cirque Du Soleil + Our Top 5 Recommendations For Partnering With Retail
Get ready Southern California because a jolt of high-energy IKEA pop up experiences is coming to a store near you! theatreMAMA is kicking off a regional marketing partnership between VOLTA by Cirque du Soleil and select IKEA stores in L.A. and Orange County that is sure to spark consumer interest. We will kick off this four store tour at the Burbank IKEA on Saturday, January 11th from 1-4pm. This pop up VOLTA event will feature four MAMA Ambassadors who will offer a chance for families to win tickets or to receive a special offer for tickets to the show! Our vibrant Ambassadors will incite interest in VOLTA through leading coloring book activities, taking pictures with big cut outs of actual Cirque characters, and by making supercharged VOLTA announcements over the loudspeaker!