This case focuses on Lin-Manuel Miranda, whose Broadway show, Hamilton, grossed $75 million and won 11 Tony Awards in summer2016. Miranda's 578,000 Twitter followers; hundreds buoyed the ethnic influence of the musical of stars from Oprah Winfrey to Jennifer Lopez had become ambassadors for the musical; and its impromptu #Ham4Ham live performances were participating thousands of folks on social media with each release.
The case challenges the studentsto consider the importance of the style in creating social media buzz, explores unique tactics the show used, and studies the practical influence social media may have had on the show's success. It isproper for any advertising course, particularly a digital media class in which students know the major platforms.
PUBLICATION DATE: July 27, 2016 PRODUCT #: UV7165-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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