Business Case Studies & Business Publications

Hamilton Won More Than Twitter

Murray, Meghan

Case

Hamilton Won More Than Twitter

Murray, Meghan

M-0912 | Published July 27, 2016 | 8 pages Case

Collection: Darden School of Business

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The case is set in summer 2016, centered on the writer and performing star, Lin-Manuel Miranda, whose Broadway show Hamilton had grossed almost $75 million and won 11 Tony Awards. The musical's cultural influence was buoyed by Miranda's 578,000 Twitter followers; hundreds of celebrities from Oprah Winfrey to Jennifer Lopez had become ambassadors for the musical; and its impromptu #Ham4Ham live performances were engaging thousands of people on social media with each release. The case explores specific tactics the show employed, challenges students to consider the importance of personality in creating social media buzz, and studies the practical influence social media may have had on the show's success. It is appropriate for any marketing course, particularly a digital media class in which students are familiar with the major platforms.

? Discuss the specific social media tools Hamilton and Miranda used to drive success. ? Demonstrate the importance of people and personalities in social media effectiveness. ? Consider the role of celebrity, its impact on marketing, and how it has changed over time. ? Generate discussion about what to withhold and what to lay bare in a world of transparency. ? Evaluate the financial influence of the show's social media activities. ? Consider what Miranda should do to support the play in the future.