Olay to Debut Broadway Show
It seems like musically-themed campaigns are the popular trend among brands recently. Proctor & Gamble's Olay is the latest company to jump on this bandwagon.
The skincare brand is releasing a musical show called "Olay Live: The Road to Glow" at an off-Broadway theater New World Stages in New York on April 9th. Inspired by its music videos which have more than 14 million views, the show is about a young woman regaining her confidence after losing her "glow." The musical will feature Kristolyn Lloyd from "Dear Evan Hansen" and Alysha Umphress in addition to other "big names" yet to be revealed.
Olay is also giving fans a chance to win a trip to New York City and tickets to "Olay Live" through an Instagram contest where fans can share a video of themselves singing, lip-syncing and/or dancing to one of Olay’s songs with hashtags #OlayLive, #Skincare and #contest. This will increase social media conversation as well as brand awareness, especially among younger consumers who enjoy interacting with brands in unique ways.
Check out the teaser below!
