Case Study

Overview

In celebration of MONTY PYTHON’S SPAMALOT’s first year on Broadway, we created a promotional press event and set the Guinness World Record™ for the “Largest Coconut Orchestra.”  

MONTY PYTHON’S SPAMALOT, the winner of the 2005 Tony Award ® for Best New Musical on Broadway, was beginning to face new challenges resulting from  a flood of new product into the marketplace.  In essence, this show, now a year old, was facing new competition for its share of buzz, sales, and attention in the press.

The one-year anniversary of MONTY PYTHON’S SPAMALOT’s opening on Broadway was the ideal reason to create a celebratory event, and thus, seize the moment.

The producers of MONTY PYTHON’S SPAMALOT requested an original idea from our agency for a stunt that would be in keeping with the “Out of the Box” nature of the show, and in turn elevate the show’s “Buzz” factor.

The solution: a large promotion stunt – the setting of the Guinness World Record for the “Largest Coconut Orchestra.”  We anticipated that this event would potentially provide unusual visuals and hype, which in turn would allow the client to dominate the press and create fresh buzz.

Promotion Objectives

• Make MONTY PYTHON’S SPAMALOT’s one-year anniversary celebration "the hit" of the crowded Broadway season

• Reinforce MONTY PYTHON’S SPAMALOT’s positioning as "Best Musical” and the funniest comedy on Broadway.

• Provide a unique experience that would capture world-wide press.

• Heighten buzz for MONTY PYTHON’S SPAMALOT; increasing sales, exciting the hard core fan base, and reaching new audiences. 

Promotion Description

More than just a one-year anniversary birthday party, MONTY PYTHON’S SPAMALOT’s setting of the Guinness World Record™ for the “Largest Coconut Orchestra” was created as a nod to the show’s comedic roots and ties to the film from which it is based – Monty Python and the Holy Grail - and aimed to get as many people playing coconuts, as conducted, simultaneously, for a minimum of three minutes.

Having only 9 days to create the event after receiving client approval to move forward, we successfully recruited and acquired the participation of Guinness World Records™ so that we could set the “record.”  With no previous record in place, Guinness informed us that we would need a minimum of 500 participants, all of whom must be registered as per Guinness World Record’s strict requirements.    Working closely with the client, and against all odds, Shubert Alley was acquired as a venue for the event.  In addition, 2000 pairs of coconut shells were successfully acquired and packaged with special collector’s artwork, staging and sound were ordered, and promotional actors were cast.

To guarantee the largest possible attendance, the event was scheduled to take place immediately after a Wednesday matinee performance of MONTY PYTHON’S SPAMALOT.  A promotional staff of 50 informed the matinee’s theatergoers of the event as they entered the theatre, and distributed registration forms so that the patrons could fill out the forms prior to the start of the performance.  At intermission, this team went thru the theatre, again alerting the theatergoers of the event, creating buzz, and informing the patrons on what to do after the performance.  At the end of the show, one of the show’s stars made an announcement from the stage about the event, encouraging everyone to go outside and participate, and successfully worked the theatre’s audience into a frenzied excitement.

Upon exiting the theatre, a large promotions staff (60 +) was on hand to exchange the patron’s completed registration forms for coconut shells.  Participants were then led into a penned area of Shubert Alley, which included a decorated event stage, a large sound system and an on-stage MC who entertained the crowd and directed the flow of attendees to fit as many people as possible into the event space. 

In addition to the theatre’s patrons, additional participants were recruited via press releases and promotional partnership media. All in all, Shubert Alley was filled to capacity.

Once the theatre patrons had their coconuts (only 7 minutes after exiting the performance), the “Largest Coconut Symphony” event began.  The official from Guinness World Records™ was introduced, and instructed the participants as to the rules.  The crowd was to play, as conducted, for a minimum of three minutes.  Tony Award ®  nominee Michael McGrath (play’s King Arthur’s squire “Patsy”) then conducted the famous Monty Python song “Always Look On The Bright Side Of Life.”  In place of the usual whistles, the crowd was conducted to clip-clop their coconuts in unison. 

During the song (lasting only 4 minutes), a large staff tallied the registration forms.  At the end of the song, the official from Guinness World Records™ mounted the stage, and declared that a record was indeed set. 

There was much rejoicing by all!

A total of 1,789 registered participants played in the “Largest Coconut Symphony.”  This number was more than triple the amount necessary set this original Guinness World Record™.

RESULTS

This “Largest Coconut Symphony” event provided breakthrough presence for MONTY PYTHON’S SPAMALOT during Broadway’s busiest quarter of the year. 

Exposure prior to the event included:  News breaks in print, radio, web-blogs, email blasts and print advertising.

Exposure during event:  In addition to the 1789 participants, the event received exposure from thousands of passer-bys.  Due to the centralized outdoor location of this event (Shubert Alley, in the heart of the theatre district), the event was viewed by thousands of non-participants, comprised of patrons from other Broadway shows who were exiting their matinee performances plus the high traffic of commuters who use this path to reach Port Authority (which provides public transportation for commuters).  

Exposure post-event:  The event was covered by local and national press including 4 video crews (representing 7 networks, including Reuters who serviced the footage worldwide, including running all day on international Headline News), 15 photographers, and 4 reporters. 

Awards: HHC Marketing and the “Largest Coconut Orchestra” event won the GLOBES AWARD for BEST SMALL BUDGET PROMOTION IN THE WORLD

PRESS QUOTES

"One of the most unusual publicity stunts in recent Broadway history!” - Playbill Magazine

“They look like they are having a ball!” - CNN/Headline News

“Spamalot found a nutty way to celebrate their one year anniversary!” - Fox News

“What more can I say, but what a lovely bunch of coconuts!” - Reuters

“Leave it to the kooks of MONTY PYTHON’S SPAMALOT to commemorate their show's first anniversary on Broadway with a stunt -- of epic proportion!  Python being what it is, we would have expected nothing less. Happy Birthday, crazies!” - Broadway.com

“You did a wonderful job from beginning to end! Thank you so much!” - Bill Haber, Producer of MONTY PYTHON’S SPAMALOT in an email the team.

“That was truly spectacular.  Congratulations!” - Adrian Bryan-Brown, President of Boneau, Bryan-Brown (MONTY PYTHON’S SPAMALOT's pr agency), in an email to the President of HHC Marketing.

Awards

GLOBES AWARD

“Best Small Budget Campaign in the World”

PRO AWARD

“Best Small Budget Campaign in the USA”

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