Disrupt x TodayTix: London Theatre Week 2023

TodayTix needed London Theatre Week 2023 to sell tickets and return measurable ROI, while promoting the event itself rather than only the TodayTix app. Theatre ticketing campaigns default to entertainment audiences who already go to shows, and London Theatre Week exists to make West End theatre feel affordable and spontaneous, so a ticketing app promoting itself risked reading as a sales push rather than a citywide occasion. Disrupt Marketing worked from the view that the right creators were not entertainment or tech accounts but people who cover things to do in London, whose audiences are already planning nights out and family outings.

Disrupt invited five London travel, lifestyle and parenting creators to West End shows and gave each a unique discount code, so every ticket sale traced back to a named creator. The creators shared their codes in Instagram Stories, and their content was reused in paid social activations to extend reach and drive purchases.

The approach worked because casting for the surrounding behaviour reached bookers rather than theatre insiders, unique discount codes made each creator an attributable sales channel, and planning paid reuse from the start extended reach well beyond the five followings. Organic activity was Instagram-led. Disrupt reports 3.5M impressions, 2K+ link clicks, 1,348 code transactions, £61k gross merchandise value and £30.1k profit at a 1.9 ROI, and the campaign won Silver for Most Effective Campaign for ROI at the 2023 Influencer Marketing Awards. The award verifies external recognition, not the underlying numbers, which come from the agency's own case study, and the platforms carrying the paid activity are not named.