

Midnight Matinées
Globe Theatre, 2024
Marketing Strapline:
'The great London experience that everyone should do once’
Campaign Goal:
To make the Globe cool for young people.
Target audience:
U35s, young professionals and social engagers.
Intended Media:
Email marketing, Snapchat (£5), Meta and influencers
incentivised by free cocktails.
‘Forget the clubs, forget the bars, because when the clock strikes midnight, this is the place to be!’ (Secret London). For three special evenings a year, the Globe is far from asleep as the most magical of performances begins – the Midnight Matinée.
Also known as the ‘witching hour’, ‘fairy time’ or the ‘iron tongue of midnight’, the Globe’s Midnight Matinée is the ‘great London experience that everyone should do at least once’ (Time Out). So grab a drink, a mate, and a ticket from £5, and enjoy Shakespeare under the stars this summer with Much Ado About Nothing, The Taming of the Shrew and The Comedy of Errors.
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Yes, you read that right - performances do indeed start at midnight or 11.59pm to be exact. What this means is that Tate Late is not the only after dark experience you can down with on the south side of the river. So, in thinking of a campaign for something this cool, we had to think of ways those hipper, culture vulture type U35s would see us as such.
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To address this, the campaign manifested in three core media strands:
01
Digital Campaigns with Snapchat & Meta
Trusty and reliable Meta works like a treat (when you get your audience targeting right, optimise well and put enough spend behind ads) so was a no brainer as a platform to start building excitement. Less reliable, Snapchat advertising was trialled to reach those younger audiences, which turned out to be a massive success. Creative and copy proved to be paramount in achieving this.




02
Email Marketing
Believe it or not, email marketing is alive and kicking. It's also free to send emails to your database so you'd be a fool not to do it. We created a bespoke CRM list of comedy bookers, LGBTQ+ audiences and young people for our emails. We tried to go a little edgier with the copy to really tailor the experience.
03
Influencer Nights
We have strict standards when it comes to what we produce and never compromise on quality. This is especially true when it comes to the first-rate materials we use. Our customers deserve the highest level of products on the market, and we work tirelessly to maintain those standards.