What’s everyone’s favorite unofficial pop culture holiday? October 3rd – otherwise known as Mean Girls Day! We set out to make the Broadway production of Mean Girls part of the national conversation on October 3rd by growing a new audience around an existing, beloved fanbase.

 

We launched the campaign with a video of one of the characters begging fans to help #MakeFetchHappen on social. Over the next few weeks, we released custom content to thank fans for sharing the message. For every use of the hashtag, fans were entered to win a pair of free tickets to the October 3rd performance of the Broadway musical.

 

On the day itself, we flooded social feeds with content – 168 pieces to be exact! Not only did our campaign result in our second highest web traffic ever, but the day concluded with an official proclamation from the state of New York making the unofficial pop culture holiday… officially official.