Who said that Bingo was only for the Elderly?
It may not be the longest-running (give it time!), but The Book of Mormon is the most popular show on Broadway. Since it opened in March 2011, the cast has consistently performed to sell-out audiences with the theatre being filled to over 100% capacity. And there are a number of reasons behind this phenomenon!
The success of this show lies in its ability to reach markets outside the usual theatre-going audiences. Even people who have never before contemplated attending the theatre will consider The Book of Mormon due to its South Park ties and catchy music from Robert Lopez (the man who wrote Frozen’s chart-topper ‘Let it Go’ with his wife). But there is also another reason.
The show inspires interaction with fans.
Unlike most shows which have a media section on their website where fans can listen to the soundtrack and watch videos from the show, The Book of Mormon has taken it to a whole new level. To cater for their growing fans, they have a dedicated Mormon fan site.
Check it out at www.lovemormon.com.
This website features up-to-date information about touring companies and locations, celebrates a ‘Fan of the Week’, has a photo booth, the latest pictures, a live twitter feed, a ‘Make Your Own Mormon Badge’ section and even highlights #SuperMormonSelfies.
But there is a new initiative for the Los Angeles portion of The Book of Mormon US tour. Bingo!
In order to engage Los Angeles based fans with the touring production, the Book of Mormon team has put together a Bingo board with various locations around LA you need to get your photo taken. And to get a #HelloBingo you must complete each of the activities in a row which will then enter you in a competition to win free merchandise. (Let’s face it, they don’t need to give out tickets – They are already going to sell out!).
Featuring tasks such as a photo with the Hollywood sign, the Book of Mormon playbill, a star on the Hall of Fame or a photo on a ride at Universal Studios, the competition isn’t exactly hard to enter . . . and that is important. The aim is to spread awareness of the touring production across social media. And in order to qualify for entry and to get a #HelloBingo, any potential entrants must post these pictures onto Twitter, Facebook or Instagram with the hashtag #HelloBingo.
This not only raises awareness of the production but also raises awareness of the competition which in turn alerts people to the wide-range of enticing merchandise on offer. And if they don’t win the competition – well they may be the merchandise anyway now that they are aware of it!
You can check out the Bingo board below. And I assure you, it won’t be long until The Book of Mormon takes over the world (or at least the entertainment sector) with exciting strategies like this one!