Interning at Allied Integrated Marketing has been quite the experience this semester. Allied Integrated Marketing is an entertainment marketing company that promotes new movies and productions. The second half of this semester, I was lucky enough to have a part in the promotion of Rodgers and Hammerstein’s Cinderella for Broadway Philadelphia. Cinderella was at the Academy of Music November 25th– November 30th. Believe it or not, Broadway’s Cinderella wears a purple dress and has black hair (this really threw people for a loop). Some promotions we did for Cinderella include street teaming at local Philadelphia events, Cinderella meet & greets, and a Princess Tea Party with Cinderella at Cups & Chairs Café in South Philly.
Street teaming is when reps from Allied go to festivals and other events to hand out flyers, posters, and other giveaways to attendees for whichever film or production is being promoted. For Cinderella, we were able to have a table in Reading Terminal Market where we had an entry box for people to enter to win tickets to see Cinderella and flyers & posters for giveaway. We even had a special promotional Cinderella come to Reading Terminal Market one of the days we were there with giveaways. Having an actual Cinderella drew more attention to our table and got people excited for the production. Promoting in Reading Terminal Market turned out to be a great success!
Additionally, we had several meet and greets with Cinderella. Our promotional Cinderella visited Nest and Please Touch Museum. Nest is located in Center City, Philadelphia and is a family membership club that has an indoor playground for kids. Accompanying Cinderella at Nest was rewarding because I was in charge of coordinating the event. However, dressing up as the promotional Cinderella for delivering press drops to radio stations was even more rewarding. We delivered a basket filled with promotional items and a pumpkin pie to radio announcers who were in connection with Allied’s promotion of Cinderella. It was an exciting experience and pictures of me in a purple prom dress ended up on different social media platforms which was pretty funny.
Our most successful promotion for Cinderella was a Princess Tea Party with our promotional Cinderella at Cups & Chairs Café in South Philly. This event took a lot of attention and organizing. Prior to the event, we ordered tea sandwiches, fruit cups, a balloon arch, a 5lb bag of purple M&M’s, mini glass slippers, a photographer, and more! We took lots of pictures and a fun time was had by all. This experience taught me that you should always expect the worst and hope for the best. We had not ordered enough food, but since the event was catered by the café we were able to order more and there were no problems. This event was exciting and made me realize that it is important to pay attention to every last spec of purple glitter!