OLD FRIENDS - INFLUENCER MARKETING

To help bring a new wave of attention to Old Friends at Manhattan Theatre Club, we worked with Serino Coyne and curated a targeted influencer campaign designed to generate buzz among culturally engaged New Yorkers and theater-loving audiences.

We invited 20+ influencers—spanning theater, lifestyle, entertainment, and LGBTQ+ verticals—to attend a special performance of Old Friends at MTC, followed by an exclusive pre-show reception. The event offered creators a chance to immerse themselves in the performance, connect with fellow creatives, and share their real-time experiences with their audiences.

Guests captured content during the evening, including pre-show GRWMs, show reactions, post-event highlights, and thoughtful reflections on the power of live theater.

By putting influencers directly in the audience and giving them a meaningful post-show moment, we helped Old Friends earn authentic, enthusiastic coverage—right from the voices of NYC’s most trusted cultural content creators.

The campaign spotlighted the show’s resonance and charm, delivering high-value visibility to key audiences through trusted, community-driven storytelling.

CLIENT: SERINO COYNE / MANHATTAN THEATRE CLUB