When The Park Avenue Armory decided to revive the classic Eugene O’Neill play The Hairy Ape with a fresh staging and all-star cast, they reached out to PMD Media to BE SEEN both online and outdoors throughout New York City.

In addition to installing over 350 WindowPoster™ Displays across Manhattan and Brooklyn, PMD also placed digital ads for The Hairy Ape on international websites including the New York Times, AOL, Spotify, and the Huffington Post in addition to theatre-focused sites like Broadway World, and Playbill.com.

Ultimately, the campaign’s initial spend generated a 1540% ROAS (Return On Ad Spend) … and between the WindowPoster™ displays and digital ads, we created over 4.7 million impressions.

Data collected throughout the campaign reflects the efficacy of PMD’s proprietary geofencing techniques: the digital campaign generated nearly 1,000 direct conversions, with the majority of those transactions coming from neighborhoods targeted with both Windowposter™ Displays as well as digital ads.

We’re ecstatic at the commercial success of The Hairy Ape WindowPoster™ digital integration campaign… but even more excited to congratulate the cast, crew, and staff at the Park Avenue Armory on their scintillating show!

In addition to receiving rave reviews from the New York Times and The Daily Beast, the show garnered an impressive eight Drama Desk Award nominations, including nods to lead Bobby Cannavale, director Richard Jones, and set designer Stewart Laing. 

We’re looking forward to the 62nd Annual Drama Desk Awards this Sunday, June 4th, and expect our good friends at the Park Avenue Armory to steal the show!

(bottom image via Carpe Diem! New York)