A Broadway play was in its second month of a long-term run when the producers realized its core audience was not the one it expected; rather, seats were filling with a completely different demographic, and they wanted to reach out this unanticipated but enthusiastic audience. Bond/Wooley utilized the show's existing social media sites by turning their most loyal followers into promoters of the show itself; we reached out to other entertainment venues that appealed to this demographic and produced and distributed crossover videos with celebrities which were distributed through Twitter and Facebook and picked up by significant bloggers and websites. The show has finished its New York run, but its success Off-Broadway ignited an international tour through the United Kingdom.