Ride — DEM Productions
Distribution · Charing Cross Theatre, London · 2022
The challenge
DEM Productions needed a distribution campaign to support Ride's digital marketing, reaching a curious, cosmopolitan, musical-theatre-engaged audience and positioning the show as a must-see event at the Charing Cross Theatre.
Our approach
We distributed DL flyers and A3 posters hand-to-hand and via drops to cafés, pubs and independent shops across Central London, focused on transport routes connected to the Charing Cross Theatre. For hand-to-hand flyering, we targeted copycat venues showing upbeat, female-driven musicals with international, real-life stories This reflects Mobius's wider approach to print distribution.— the same audience Ride was built for.
What we did
— Distributed DL flyers and A3 posters via hand-to-hand flyering and drops to cafés, pubs and independent shops across Central London
— Focused drops on transport routes connected to the Charing Cross Theatre
— Flyered outside Six (Vaudeville Theatre), Come From Away (Phoenix Theatre), & Juliet (Shaftesbury Theatre) and Matilda the Musical (Cambridge Theatre) — shows with the closest audience overlap
Results
Print-to-sales conversion is difficult to measure precisely, but anecdotal visibility for the show increased hugely around the target areas, and street-team feedback showed strong audience response. Outside Six at the Vaudeville Theatre, a busy queue held by a bag search gave the team time to flyer a broad mix of friends, families and couples across a wide age range, mostly female — uptake was high, with many people enthusiastic about the show's concept and story.
This distribution campaign was led by George Rennie, Senior Distribution Manager at Mobius.
To discuss your project, get in touch at team@mobiusindustries.com.
