In a Broadway first, agency creates video hub for magazine’s entertainment media site.
NEW YORK—The Tony-winning Broadway musical ONCE this week launches a first-of-its-kind native advertising campaign in tandem with New York Magazine and Vulture.com in which music videos and other exclusive content related to the show are featured on a dedicated hub on the magazine’s entertainment website.
Part of a rebranding effort developed by entertainment marketing agency AKA NYC, the ONCE Vulture hub extends the experience of the show online. “We are always seeking new ways to communicate with audiences,” says AKA NYC Managing Partner Elizabeth Furze. “Vulture offers us the perfect native advertising opportunity for ONCE, by creating exclusive video content around the music we are able to authentically showcase the ONCE experience to the readers of New York Magazine and Vulture.com.”