| Currently, on Broadway, there is a magnificent show, | | | | percent of audiences who have sent text messages |
| "Spring Awakening" that has won 8 Tony Awards, | | | | in the 14 times the promotion has run. Upon |
| and praise from all critics and theatergoers. But the | | | | registering, texters receive a ring tone from a popular |
| really big story is about the text message promotion | | | | song in the show, and a picture from the show to |
| that is listed in the Playbill. The flier says, "Win Your | | | | use as wallpaper on their phones. Both of these, |
| Chance to Come Backstage!" and instructs | | | | producers think, are unique conversation starters, |
| theatergoers to send the text message "bdway | | | | that will serve as self-perpetuating promotion and |
| spring" to a five digit short code during intermission. | | | | ultimately, ticket sales. Taking into account the |
| The winner, selected at random, is sent a message in | | | | astounding number of text messages sent in the US, |
| return after the show. The winner not only gets to | | | | promoters see this number increasingly steadily. The |
| go backstage to meet the cast, but carries with | | | | Blue Man Group, a theatrical production featuring a |
| them free PR for the life of their cell phone. Upon | | | | rock oriented musical show, has also used text |
| registering, texters receive a ring tone from a popular | | | | messaging to promote their latest tour. |
| song in the show, and a picture from the show to | | | | The results have shown 16 percent of their audience |
| use as wallpaper on their phones. Both of these, | | | | members sent text messages in response. That |
| producers think, are unique conversation starters, | | | | figure looks much larger when you consider the |
| that will serve as self-perpetuating promotion and | | | | group toured 60 cities, in 90 days. It works out to |
| ultimately, ticket sales. In December 2006, there | | | | about 50,000 people sending a text message who |
| were 18.7 billion text messages sent in the US. This is | | | | attended the show, and who know how Blue Man |
| nearly double the rate of 9.7 billion from the same | | | | Group somehow represented on their mobile phone. |
| time the previous year. | | | | Ringing during performances has not been a problem |
| This is persuasive data, but theater promoters have | | | | at this point, but it is definitely something that |
| been wary, taking into account the horribly disruptive | | | | producers are keeping in mind. Upon registering, |
| sound of a ringing cell phone during a performance. | | | | texters receive a ring tone from a popular song in |
| "Spring Awakening" however, has the | | | | the show, and a picture from the show to use as |
| age-appropriate audience for such a promotion. The | | | | wallpaper on their phones. Both of these, producers |
| show itself is about the struggles of adolescent life | | | | think, are unique conversation starters, that will serve |
| and the ambiguous messages that this generation is | | | | as self-perpetuating promotion and ultimately, ticket |
| sent by parents and by society. Thus far, | | | | sales. However from a marketing standpoint, the risk, |
| participation in the promotion has resulted in about 8.5 | | | | they think, is worth taking. |