(Christopher Heine’s article appeared in Adweek, 4/16; via Pam Green.)
The pair of legendary actors wowed social media users while pushing their No Man's Land/Waiting for Godot twinbill, which ran from Oct. 1 through March 31. It's worth noting that—outside donning their Godot play hats and occasionally using a #twoplaysinrep hashtag—the duo's marketing was fairly subtle. They didn't cheesily hold up "No Man's Land" signs or wear branded tee shirts, instead focusing on goofing around like chums. Though their digital shenanigans racked up a whopping 600 million impressions on Facebook, Twitter and Instagram, per exclusive data from Shareablee.
During the six-month period, said the social data company, Stewart tweeted 105 times, garnering about 500,000 retweets and favorites. For sake of comparison, Oreo—widely considered a social branding juggernaut—received some 46,300 Twitter retweets/favorites during the same period, according to Shareablee.
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