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.
To discuss your project, get in touch at team@mobiusindustries.com.
