MCC's
Digital Miscast
MCC's Miscast is arguaby Broadway's most famous benefit concert, and the first to build a digital audience by posting videos of the "Miscast" performances to YouTube as
early as 2004.
In 2022 and 2023, MCC wanted to pivot their digital audience off of YouTube and convert them into paying audiences that the organization could begin to have a deeper relationship with.
All Together Now worked with MCC to create a strategy to pivot to a live digital premiere of the entire show, followed by a 5 day VOD period. Our Broadcast Director helped transform the traditional capture of the show into a livestream that acknowledged and included the digital audience. Our strategists broke down audience behavior insights in order to provide future targeting and segmentation recommendations to the MCC Marketing Team.
20%
conversion rate from social to
owned audiences
5%
additional revenue increase
via digital tickets
4k
year one digital attendees
Luisa Lyons
Founder, Filmed Live Musicals
You gotta make the virtual event it’s own thing, so that it’s an experience for the at home audience. Director Jessica Ryan does this so well, building excitement & including the viewer in the fun.