DANCE OF THE VAMPIRES 
NEWSLETTER

2017 "Dance of the Vampires" is one of Germany’s most well-known musicals, with over 8 million viewers. The vampires had already taken the stage in Hamburg from 2003 to 2006. In 2017, they made a short-lived comeback in the Hanseatic city – a major opportunity and at the same time a great challenge for the organizer Stage. The core medium of the cross-media campaign was a series of newsletters, providing timely updates on the cast and rehearsals, or announcing the start of ticket sales. Charming extras like a character quiz and a countdown tool helped build anticipation among fans. The campaign was extended to Facebook and print mailings.