We came up with an insight. People are far more likely to go and see a play if they know someone performing in it, so we changed the script and wrote a new scene into the play that required 25 new actors. These actors would change each week. We cast, rehearsed and got them ready for the stage. Our new cast told their friends, family and entire social network about their new role through social media and word of mouth. Showtime arrived and people filled the theatre in droves to see them perform. The play sold out.

Every night the new actors took to the stage the play sold out. It was Spirithouse Theatre’s biggest ever success. The best way to promote the play wasn’t by doing the usual posters, print and flyers. The answer was putting more people in the play.Spirithouse is one of the more contemporary theatre companies in Australia and this idea suited their brand strategy perfectly of 'getting more people involved in theatre' to the core.The new cast loved being in a high-end play and the sell-out audience that came to see them were equally satisfied.