During a global pandemic that silenced theaters and dimmed marquees, reconnecting with audiences became a paramount challenge for the performing arts industry. Audience Rewards, the official rewards program of Broadway and the Arts, took this challenge head-on, aiming to reignite the passion of theatergoers and welcome them back to the world of live performance.
About Audience Rewards
Established as the definitive rewards program for Broadway enthusiasts, Audience Rewards is a unique coalition founded by prominent theater owners including Nederlander, Shubert, and Jujamcyn – alongside major national presenters and performing art centers across the United States. This alliance offers members the opportunity to earn ShowPoints on ticket purchases and through program partners, which can be redeemed for free tickets, exclusive experiences, theater memorabilia, and more.
Bringing Broadway Back From The Dead
The COVID-19 pandemic brought an unprecedented halt to live theater, leaving seats empty and stages dark. As the world gradually reopened, Audience Rewards were faced with the critical task of re-engaging a dispersed and uncertain audience. Their primary objectives were to:
- Engage Users with Personalized Content: By aligning quiz outcomes with users’ preferences using CredSpark’s outcome engine, participants received a personalized Broadway song recommendation, fostering a deeper connection to the content, and transforming their audience from awareness to consideration, and even conversion in some cases.
- Collect Valuable Audience Insights: The interactive nature of the quiz allowed Audience Rewards to gather first party data on user interests, aiding in the customization of future offerings, and opening up new revenue streams for sponsored interactions, and more.
- Promote the Return on Live Performances: The quiz served as a joyful reminder of the magic of Broadway, building awareness and anticipation for upcoming events.
How Interactive Content Revived a Dead Audience
The collaboration between Audience Rewards and CredSpark yielded extraordinary results:
- 42% Engagement Rate: A significant portion of those who encountered the quiz chose to participate, indicating strong interest and interaction.
- 11% Opt-In Rate: Among participants, 11% opted in to receive additional information, expanding the organization’s communication reach, and first-party data landscape.
These metrics are a great reflection of successful audience re-engagement, but also underscore the effectiveness of interactive content in building awareness and excitement for Broadway’s return to live productions.
Audience Rewards x CredSpark = A Triumphant Return
The collaboration between Audience Rewards and CredSpark is a great example of how innovative, interactive content can overcome the challenges posed by unprecedented events. By tapping into the emotional resonance of Broadway’s beloved power ballads, they rekindled the community’s passion and set the stage for a triumphant return to live theater. Want to see the interaction on stage? Check it out here.
If your organization is looking to re-engage its audience and build meaningful connections, let us know. Discover how CredSpark’s audience engagement solutions can help you achieve these goals today.
