We turned the house program for The Second City theater into a marketing magazine. Typically, Playbill produces these with other outside info about the theater scene. By bringing it in-house we were able to cross-promote within the sprawling building to show what other offerings we have; not to mention over 55 years of comedy history.
We call it a Playzine. We developed a magazine that everyone receives when attending the show. Within the magazine you still see traditional Playbill elements with information on the cast, director, etc – but we’ve now included interviews with some of our alums, company history, and case studies highlighting our corporate work. We’ve even started highlighting a customer story as well. These Playzines are also available online so we can send links to this content through other marketing initiatives, and of course, track the resulting activity.