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Angela Mitchell

Is That a Twinkie I See Before Me?

By November 21, 2012

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As I am a fickle and performing arts-obsessed human being, I have had crushes on many smart, superb performing arts companies. From superb dance troupes to theatres large and small, to symphonies and festivals the world over. It's one of the best aspects of my job. (And rest assured, my many past crushes, that even as I move on, you are always in my heart.)

However, this week, the object of my adoration simply has to be The Seattle Shakespeare Company, which is harnessing a major current event and conversation source, and turning it into a marketing scheme worthy of the Bard himself.

After the recent tragic announcement that Hostess Twinkies may soon exist no more, the acclaimed classical theatre has put out an announcement that it will be giving away a Hostess Twinkie to the first 90 people who subscribe to its 2012-2013 season. Since the more crazed Twinkie fans have posited that the cherished snack cake may soon fetch thousands on eBay, it seems to me that The Seattle Shakespeare Company is doing its subscribers a favor on two levels -- providing not only an evening of culture and timeless drama or comedy, but also the possibility of a savvy investment. (Or, if your willpower gets low, a last desperate chance to taste a fluffy, creamy childhood treat. I'm not here to judge.)

In all seriousness, the Seattle Shakespeare Company also provides a terrific lesson on how performing arts groups can better promote themselves, harness current events to increase visibility and subscribers. Learn more about the group and its Twinkie marketing efforts here.

IMAGE: Photo by Christian Cable [flickr]

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