Derangeatorium Theatre Show was a Hendrick’s Gin theatre play where our loved brand imagery came alive. We created a live show where we gave our consumers the chance to have a taste of the brand’s delightfully mad world in an unusual way. And as a result we got an entertainment product that contributed to generate engagement amongst our audience.

We surprised our consumers and exceeded their expectations, generating engagement between our brand lovers and those who didn’t knew they were unusual enough to like us.

The play was also a success: we ran out of tickets for the first weekend in 24 hours and in 15 days we sold out the rest of performances. Just in the premiere day we got more than 2,5 impacts of #Enajenatorium in social media. And best of all: due to Derangeatorium Theatre Show’s big success we will be on tour in Barcelona and Madrid until October 2015.