Don't Just Talk to Them; Bring Them Aboard.

Based on the premise that people are more likely to watch a play if they know somebody in it, agency Happy Soldiers added a new scene to Spirithouse Theatre Company's play, "Vigil."

Spirithouse is a fairly new indy theatre company in Australia. "Prelude to Vigil," the new scene, takes five minutes and requires a fresh and local casting call every week. Spirithouse says this was a first for an independent play group.

Kind of a neat approach to (not?) advertising: personalizing an entire performance, and stimulating engagement, which in turn serves to generate word of mouth and record attendance. Apparently the play sold out in every instance.