Social Media Will Tell Your Story
The Digital Strategy of #Ham4Ham
Bibliographic Data
| ID | 6187616 |
|---|---|
| Authors | Ismael Lopez Medel (0000-0003-2777-9731, National University College, corresponding author) |
| Year | 2023 |
| Volume | 18 |
| Issue | 1 |
| Publication date | 2023-02-19 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | European Journal of American Studies (JOURNAL) |
| Journal identifiers | ISSN: 1991-9336 • E-ISSN: 1991-9336 |
| Publisher | OpenEdition (PUBLISHER) |
| DOI | 10.4000/ejas.19260 |
| OpenAlex | W4323362703 |
| Language | EN |
| Citations received | 1 |
| References cited | 3 |
During the first two years of the Hamilton show on Broadway, the #Ham4Ham lottery system provided fans waiting outside the theater with live performances that included the show's original cast. These included Hamilton songs, covers of other musicals, and different performing arts. Seeking to reach a non-traditional theater audience, Marathon Digital, a digital agency specializing in Broadway shows, turned the performances into a viral campaign utilizing social media outlets to create proximity to the fans through content relevant to the audience
Advertising · Agency (philosophy · Art · Business · Digital media · Lottery · Media studies · Performing arts · Social media · Social science · Sociology · The arts · Visual arts · World Wide Web · Asian Culture and Media Studies · Cinema and Media Studies · Computer Science · Music History and Culture
| Citations per year | 1 |
|---|---|
| Citation span | 2025 - 2025 (1) |
| Highly cited | No |