New York's favorite wall-crawling superhero has taken over Broadway in the theatre production "Spider-Man Turn Off the Dark." Well known for its early technical difficulty and music by U2's Bono and The Edge, one of its lesser recognized features is how the show is connecting with audience members through social media.
The production is a strong mix between rock-ballad musical and Cirque du Soleil-style acrobatics that extend throughout the entire theatre. Needless to say, there is plenty of audience participation involved in this stage experience, which the show is capitalizing on through its Facebook page. Photographers are placed throughout the audience, capturing some of the more thrilling moments of each show. Attendees are then directed to visit the show's Facebook page following its conclusion to review photos, tag themselves, and share with others. This word-of-mouth tactic is a fun, free way for audience members to tell their friends about the show by showing them pictures.
"Turn Off the Dark" markets the show through this social networking strategy by including ticket information and a special discount on each photo posted to Facebook. Not only can viewers spot their friends in the audience as Spidey swings up above, but they are able to easily purchase tickets for their own web-slinging adventure. This is a great example of how entertainment brands are now using their satisfied customers to promote the brand for them. Audience members get action-packed photos of the specific show they attended, and the production gets a wider reach to market itself.
The entertainment industry has always been focused on 
elevating performances from a basic viewership to an immersive experience. "Spider-Man Turn Off the Dark" is leading the pack of stage shows seeking to engage their audience both during the show and after the curtains have dropped. In a world now consumed with digital interactions, traditional entertainment platforms like Broadway must find new ways to continue the conversation with their audience. "Turn Off the Dark" has done just that, by capturing 65,088 likes, 1,672 mentions, and 32,867 location-based check-ins.
The approach that Spider-Man on Broadway has taken does not have to be lmited to stage productions. All mediums of the entertainment industry can look at this unique tactic as a success story for integrating social into marketing campaigns. "Turn Off the Dark" has been running since September 2010, and can only be seen at the Foxwoods Theatre in New York City.
Looking for ways to get more connected with your audience through social media? Check out the Field Guide to Facebook Marketing for tips!
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