“The Book of Mormon” has been tearing up social media dashboards since the show’s debut in 2011. Using cutting-edge platform tools, the smash hit musical has a presence on Facebook, Twitter, Instagram and more. Whether it’s using newsjacking tactics to jump in on the hype about Alex from Target (#welovenametags) or say “Hello!” on Facebook through paid promotion, the marketing team keeps busy making sure fans of the show’s quirky Latter-day Saints stay interested and entertained.
The show, created by “South Park” writers Trey Parker, Matt Stone and “Avenue Q” composer Bobby Lopez, gives the audience a look into the misadventures of two Mormon men on their mission in Uganda. “The Book of Mormon” won nine Tony Awards, four Oliviers and even a Grammy. People can see the musical on Broadway and West End and on one of its North American tours.
“The Book of Mormon” has gained a huge following on traditional social media platforms, but the marketing team decided not to stop there; the show officially joined Snapchat around a year ago. The content on the platform has transformed in that time, though, so fans can now take an active role. Originally, all content came from the social media team. Today, the team hands the account over to members of the cast and the fans.
Recently, the show used the platform to fulfill a new purpose: to promote open auditions for the musical. The week of March 8, “The Book of Mormon” sent out a snap inviting its followers to a New York audition, looking for people to fill the roles of some of the Mormons and the Ugandans.
“The Book of Mormon” isn’t the first hit Broadway show to use social media to promote open auditions. In 2013-2014, Disney used Facebook and Twitter to announce open auditions for the national tour of “Newsies.” The posts racked up more than 1,000 likes, comments and shares. Shows like “The Book of Mormon” and “Newsies” that have a cult-like following in the same age demographic as their casts have successfully used social media to promote open auditions.
With new additions to the Mormon family to help create content thanks to the announcement of the audition on Snapchat, the show’s marketing team will be able to keep entertaining audiences across the globe on social media for months to come.