Overview
Rockwell Group is an interdisciplinary architecture and design firm merging performance and architecture to create extraordinary experiences and built environments across the globe.
The Summer of 2019, LAB at Rockwell Group introduces Lawn, an immersive installation at the National Building Museum in D.C. A vast, sloping green space consumes the first two bays of the Museum’s Great Hall with an interactive soundscape dotted with hammocks suspended from the 100-foot-tall ceiling grid. The hammocks contain hidden speakers programmed with audio from prominent American storytellers (Bette Middler, Phylicia Rashad, Joel Grey, etc.) sharing summertime memories.
Given the installation’s emphasis on audio and recollections from prominent, famous performers, Rockwell Group wanted to attract a theater and arts-loving audience to the Museum to experience Lawn.
-
Client
Rockwell Group -
Role
Social Media Strategist | brand partnerships; PR; influencer outreach; video producer; marketing and promotions -
Agency
Marathon Digital
Solution
- Research touring productions of Broadway shows that will be in D.C. in and around the dates of the installation: The Band's Visit, 10-time Tony Award® winning musical, was in town performing at the Kennedy Center.
- Pitch a unique performance opportunity and cross promotional event to Bond Theatrical Group, who represents The Band's Visit tour. Offer the opportunity for The Band's Visit cast to perform select songs at Lawn while also giving them another platform to promote the show's residence at the Kennedy Center.
- Work in tandem with The Band's Visit team and cast, National Building Museum, and Rockwell Group to promote the upcoming event. To expand reach, partner with local D.C. arts organizations such as the National Theatre to advertise to their followers. Provide social media promotional graphics and suggested copy to maximize partnership.
- Send a video team to D.C. to capture the event and edit together a sizzle video to be distributed far and wide online. Utilize social media influencers to expand potential reach of the video.
Results
- Over 10K video views.
- Local coverage: Yelp DC, DC Trending, Kennedy Center, National Theatre, National Building Museum
- National coverage: Broadway Across America
- Influencer coverage: 6 social media influencers posted. Combined following of 500K.
Lawn at The National Building Museum. Photo by Timothy Schenck.
Social media graphic sent to various arts and local organizations to help promote the event.
Yelp DC promoted the event to its 30.7K followers on Instagram.
Performance sizzle posted by Rockwell Group on Instagram. View the video here: bit.ly/TBVsizzle.
Broadway Across America posted the performance sizzle to its 86K followers on Facebook.