New 9 to 5 Website Launches; Promises to Deliver 'Dolly Parton to Fans'

Situation Interactive newest campaign launches this week in support and anticipation of 9 to 5: The Musical, the new Broadway Musical based on the acclaimed movie staring Dolly Parton. The online campaign features interactive games and personalized ecards delivered from Dolly to fans.

"Many industries are changing the ways they reach and interact with consumers," said Robert Greenblatt, producer, 9 to 5: The Musical and President of Showtime Networks. "Broadway is no exception, we have seen the power of online from garnering attention for shows, to making them hits and engaging our fans beyond the box office. Situation's latest campaign in support of 9 to 5: The Musical, engages theater going enthusiasts in a way that we believe will bring new audiences to see our show."

The campaign includes a Flash-based casual game that is based on one of the fantasy scenes from the movie featuring the shooting of bosses. The ‘Shoot Your Boss' game (http://9to5themusical.com/shootyourboss/), is set up like a classic carnival shooter game and allows users to upload images of actual bosses, through an easy to use interface. Additionally, fans can send ecards to friends, co-workers and colleagues that feature a recorded message from Dolly Parton herself. (http://9to5themusical.com/dollecard/)

"When developing a campaign for any live event, we try to incorporate elements that really speak to the theme of the show," said, Chris Powers, Creative Director, Situation Interactive. "There's no better way to make the connection for fans to the movie than through messages from Dolly herself and a game based on one of the best scenes. We really want to bring back the nostalgia for the movie that will translate for the new stage production."

The online campaign conceived and developed by Situation was set up to begin building buzz surrounding the show, set to hit Broadway in April 2009. The game and ecards are the first initiatives being delivered by Situation to support and promote 9 to 5: The Musical, as it heads to Broadway.

Founded in 2001 and headquartered in New York, Situation Interactive (formerly Situation Marketing), has been the leading provider of interactive programs for the live events industry. Supporting Broadway shows, touring performances, concerts, sporting events and more with comprehensive interactive components, including online and mobile marketing, web advertising, games and more.  The company has delivered industry leading programs for some of the biggest names in online events, including Disney, Universal, Blue Man Group, US Open, and more.