Brand Stories: Bloomindale’s on Broadway

The Wall Street Journal: “Retailers looking to convey their brand identities are increasingly embedding themselves with master storytellers: Broadway shows.During this fall’s theater season, retail marketers have found new ways to weave a show’s cast or creative team into brand-related content … And when the stars of the cast or creative team share with their own followers, they reach beyond the 600 to 1,500 or so people in an audience.”

“At the Music Box Theatre, a once-dingy dressing room has been redecorated as a private lounge for the cast and backstage visitors at the new musical ‘Dear Evan Hansen.’ Courtesy of Bloomingdale’s, the room is outfitted with cowhide ottomans and a chaise longue, as well as a ‘Twitter mirror,’ allowing guests to take selfies that post to the show’s Twitter feed—along with the automatic text ‘Backstage at #DearEvanHansen’.”

“For opening night of ‘Falsettos,’ the revival’s leading men—three adults and one child actor—were dressed by the retailer Brooks Brothers … If story matters for a brand, then the musical ‘Waitress’ and Ann Taylor appear to be a fit … Starting in October, Ann Taylor highlighted the musical’s story and creation by featuring director Diane Paulus and star Jessie Mueller in photos and video interviews. An in-store panel discussion and songs followed in Manhattan.”


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