Broadway’s Next To Normal Wins Innovative Marketing Award

09/29/2009 1:11 PM |

Next to Normal on Broadway

The Brooklyn Museum isn’t the only New York arts institution using social media to expand its audience: Next to Normal, the Broadway rock musical about a suburban family dealing with its matriarch’s manic depressive episodes over her long-dead son, has won an Online Media, Marketing and Advertising Award for its famous Twitter campaign.

Per Variety, the production beat out corporate heavyweights like Coca-Cola, Sprint, HBO and the recent Star Trek reboot for its innovative use of Twitter to recount the play’s entire narrative (as written by playwright Brian Yorkey) and solicit followers’ help and suggestions to create a new musical number, which will be performed at a special event next month. The award, handed out by advertising industry mag MediaPost, recognizes innovative and creative uses of digital and web-based technologies in marketing.