Smash hit musical Wicked calls in Think Jam to handle online PR

Hit London musical Wicked is set to enhance its digital presence this month after the appointment of digital creative and PR agency Think Jam to manage its online PR and social media activity in 2011.

Smash hit: Wicked
Smash hit: Wicked

As part of the brief, Think Jam will create a targeted digital strategy through exclusive access to video and backstage content, while initiating a focused outreach programme of news, lifestyle and tastemaker digital PR, promotions and social media activities.

Working alongside the production’s cast and crew, the agency will initially highlight the performances of an entire new company, including  Mark Evans (Fiyero), while preparing sites for activities such as Wicked's fifth anniversary and the show’s annual charity event, Wicked Day.
 
Based on the acclaimed novel by Gregory Maguire which re-imagines the characters and stories created by L. Frank Baum in The Wonderful Wizard of Oz, Wicked tells the story of an unlikely friendship between two girls who first meet as sorcery students. Their extraordinary adventures in Oz will ultimately see them fulfill their destinies as Glinda the Good and the Wicked Witch of the West.
 
Wicked’s executive producer Michael McCabe said: "Wicked’s history of significant but strategic digital investment has established the production as a show of marketing firsts. We recognise it is essential to increase our online presence further and engage with our dedicated following in meaningful ways while pushing the boundaries of digital theatre marketing and promotion.'
 
Winner of the 2010 Laurence Olivier Award for 'Most Popular Show', the Whatsonstage.com Award for 'Best West End Show' and the BroadwayWorld.com UK Award for 'Best Long-Running West End Show', Wicked has now played over 1,800 performances and grossed in excess of £120 million at the UK box office since its West End premiere in 2006; in December 2010 Wicked made London theatre history by being the first production ever to gross more than £1 million in one week.
 

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