SWAMP IS ON, a four-night concert spectacle at Union Transfer, was an unprecedented collaboration between Pig Iron Theatre Company and the rock band Dr. Dog. The show was based on the band's concept album, “The Psychedelic Swamp,” drawing from over a decade of band lore and supporting their new album release.
Challenges for the marketing team involved communicating the backstory of the show, the unique collaboration, and appealing to a diverse group — traditional theatre goers and rock concert audiences — in fresh, engaging ways.
In order to bring the fictional world of the show into the marketing and engage potential audiences with the story, Mary conceived and created a humorous blog, from the perspective of one of the factions of characters: the conspiracy theory-loving “Swamp Truthers.” This blog engaged fans and newbies alike, with curated and original content promoting the show, album, and fun with (pre-fake news) conspiracy theories.
This blog was a great success, with meaningful fan engagement: over 3K unique visitors in its two-month run, return visits, and multiple page visits.
Mary also collaborated on copywriting for the full length show description in printed guide from the producing organization, FringeArts. Mary's writing extends to the Artistic Director’s quote seen at lower left: “When we are in the room together, the whole thing hums.”