You are the Weakest Link. Goodbye.

Ever wondered what would happen if someone mixed theatre with a television game show? Well, wonder no further and check out this fantastic bit of marketing. Cue the dramatic lighting and music.

weakest link

The theatre marketplace acts a little differently to other industries. There is a lot of competition between shows to make sure that their own theatre is full, but occasionally all the brands will team up to promote the Broadway or West End brand.

Can you imagine if this happened in the soft drink category? Coca-Cola, Pepsi, Fanta and all the other brands teaming up to try and get the nation to consume more soft drink – heads would explode!

Luckily the theatre industry is much less harmful.

Anyway, while wasting time on YouTube, I stumbled across an old episode of The Weakest Link. But not just any old episode – A West End special!

In place of the normal contestant were ten characters from nine different West End shows (apparently Danny & Sandy from Grease only count as one person) and dotted throughout the show were questions about the theatre and specific shows that were currently running on the West End. You can check out the episode below:

There is a phrase ‘The whole is greater than the sum of the parts’ and when appealing to the wide audience who tune into The Weakest Link, you need all the advantages you can get to mobilise the largest percentage of that audience to buy tickets. So rather than just having the Wicked version of The Weakest Link or The Lion King version of The Weakest link, by showing a large selection of musicals you are certainly getting more benefit from the whole than you would be from just one part.

Why?

If it was just cast members from Wicked, there is a high risk that viewers may be turned off buying tickets to any West End show if the story or characters of Wicked didn’t appeal. But while Wicked may not appeal to them, The Lion King could entice them to give theatre a go or maybe Grease was more their style.

By showing the wide variety of shows in this hour-long advertisement for the West End, there should be at least one offering available that entices viewers to engage. Many more viewers than if The Weakest Link only advertised one of the ‘parts’.

. . . . And just so you don’t have to watch the whole thing, apparently skipping school to dance on The Corny Collins Show helps with your general knowledge as the strongest link was Tracy Turnblad from Hairspray!

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