Roundabout Theatre Company: Kiss Me, Kate Candy Hearts & Kissing Booth Activation

Project Type: Activation

Services: Concepting, Creative Direction, Campaign Planning, Copywriting, Scriptwriting

Description: It’s a big Broadway musical that explores the oh-so-thin line between love and hate while also examining stereotypical gender roles in a classic “battle of the sexes” storyline… and its first preview is on Valentine’s Day. (This campaign basically manifested itself.)

To build awareness and excitement for the first preview of Roundabout Theatre Company’s revival of Kiss Me, Kate on February 14th, we built a show-themed kissing booth, complete with cardboard cutouts of the production’s veteran Broadway stars.

Through January and February, theater fans could find the Kiss Me, Kate Kissing Booth sporadically around Times Square. If they posed for a photo and posted on social, they could win tickets to the show! They would also claim the exclusive Kiss Me, Kate Candy Hearts, which featured song titles like “I Hate Men” and “So In Love” and other show-inspired phrases. In addition to activating audiences and creating additional press in anticipation of the first performance, the client’s Partnerships Team was able to use the booth to plan in-store activations with partners like MAC Cosmetics.