Mashable and “If/Then” Launch Social Media Campaign

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Mashable’s Brand Lift and Community Capabilities Bring Broadway to Social

Mashable, the leading media company for the Connected Generation, and “If/Then,” the multiple Tony nominated original Broadway musical from the Pulitzer Prize winning creators of “Next to Normal,” announced today the launch of a social media campaign on Mashable designed to bring the show’s core theme to life. The campaign includes: Instagram videos from the cast, tech luminaries and community created content of their “If/Then” moments.

The four-week campaign kicks off with a video from Idina Menzel, star of “If/Then,” Frozen and “Wicked,” embedded on Mashable in proprietary Brand Lift units. In Menzel’s video, the Tony Award-winning actress shares one of her own “If/Then” life moments. The campaign will also invite the Mashable community to share their moments on Instagram. Over each week, the best submissions will be compiled and shared on Mashable and across its social channels – reaching 16 million social media followers and 34 million unique visitors.

Each week of the campaign will have a different theme and include Instagram videos starring the show’s cast, as well as tech luminaries and the best community created “If/Then” moments. These videos will be uploaded to Brand Lift units and will be shared across platforms through Mashable and “If/Then” social media accounts.

“We’re excited to be teaming up with Mashable’s community to bring the concept of 'If/Then' to life,” said David Stone, producer of “If/Then.” “We understand that much of our audience lives on social and felt Mashable was the perfect fit to help us bring the contemporary world of “If/Then” to life via social media, with their truly engaged audience and world-class platform.”

“Mashable continues to become a key resource for a diverse set of brands seeking to connect with our audience on the platforms that mean the most to them, and partnering with one of Broadway’s most influential teams only continues that trend,” said Seth Rogin, Chief Revenue Officer of Mashable. “We’re excited to be working with the “If/Then” team and the Broadway community and will continue to help shows utilize the full power of social media.”

This partnership demonstrates the growing trend of brands turning to social media to reach their intended audiences, while looking to Mashable to help amplify their messages in creative and compelling ways.

Mashable is continuing to lead the way in which digital media companies are helping brands develop and implement online campaigns. With February’s $14 million Series A capital raise, Mashable will continue to expand and grow those capabilities.

Led by Updata Partners, Mashable’s funding is being used to better help advertisers engage with the Connected Generation, develop new technology products, expand its BrandLab, bolster its editorial operations and grow its global audience.

About Mashable:
Mashable is a leading source for news, information and resources for the Connected Generation. Mashable reports on the importance of digital innovation and how it empowers and inspires people around the world. Mashable’s record 39 million unique visitors worldwide and 16 million social media followers are one of the most influential and engaged online communities. Founded in 2005, Mashable is headquartered in New York City with an office in San Francisco.

About “If/Then”:
Called “one of the most compelling new musicals in years” by New York Magazine, “If/Then” is a contemporary new musical that follows two distinct story-lines in the life of Elizabeth (Tony Award-winner Idina Menzel), a city planner who moves back to New York to restart her life in this city of infinite possibilities. When her carefully designed plans collide with the whims of fate, Elizabeth’s life splits into two parallel paths. “If/Then” follows both stories simultaneously as this modern woman faces the intersection of choice and chance.

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Lexie Riegelhaupt
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