Case Notes/Answers
HAMILTON WON MORE THAN TWITTER by Meghan
Murray
Discussion Questions:
1. Was social media necessary to promote Hamilton?
2. What is your assessment of Miranda’s personal voice on social media?
3. How do you recommend Miranda move on from the show without compromising the success it
had already met using digital marketing?
, UV7166
Jul. 28, 2016
Hamilton Won More than Twitter
Teaching Note
Case Synopsis
The Broadway musical Hamilton, which retold the founding of the U.S. government via the sounds of hip-
hop, had grossed almost $75 million and won 11 Tony Awards by June 2016. The cultural impact of both
Hamilton and its writer and star Lin-Manuel Miranda was great. Miranda had 578,000 Twitter followers, the play
had created a buzz around its lottery for 21 $10 seats each night, hundreds of celebrities from Oprah Winfrey
to Jimmy Fallon had not only attended but become ambassadors for the musical, and the #Ham4Ham
impromptu performances outside Broadway’s Richard Rodgers Theatre each Wednesday and Saturday about
two hours prior to showtime were social media gold.
As Miranda huddled in his dressing room eating takeout sushi on a Saturday afternoon in June 2016, a
month before departing his show, his greatest concern was maintaining the social media buzz. He wondered
how Hamilton should manage social media to keep the fans engaged and the show sold out.
Position of Case in Course or Module
This case covers social media marketing tactics and is appropriate for any marketing course, particularly a
digital media class in which students are familiar with the major platforms. It is primarily tactical and includes
a great deal of specifics about the actions the show and lead actor take to support the musical (Instagram and
Facebook focus). It is best complimented by a strategic case that allows students to consider budgets and
platform-selection decisions.
Recommended Assignment Questions
1. Was social media necessary to promote Hamilton?
2. What is your assessment of Miranda’s personal voice on social media?
3. How do you recommend Miranda move on from the show without compromising the success it had
already met using digital marketing?
HAMILTON WON MORE THAN TWITTER by Meghan
Murray
Discussion Questions:
1. Was social media necessary to promote Hamilton?
2. What is your assessment of Miranda’s personal voice on social media?
3. How do you recommend Miranda move on from the show without compromising the success it
had already met using digital marketing?
, UV7166
Jul. 28, 2016
Hamilton Won More than Twitter
Teaching Note
Case Synopsis
The Broadway musical Hamilton, which retold the founding of the U.S. government via the sounds of hip-
hop, had grossed almost $75 million and won 11 Tony Awards by June 2016. The cultural impact of both
Hamilton and its writer and star Lin-Manuel Miranda was great. Miranda had 578,000 Twitter followers, the play
had created a buzz around its lottery for 21 $10 seats each night, hundreds of celebrities from Oprah Winfrey
to Jimmy Fallon had not only attended but become ambassadors for the musical, and the #Ham4Ham
impromptu performances outside Broadway’s Richard Rodgers Theatre each Wednesday and Saturday about
two hours prior to showtime were social media gold.
As Miranda huddled in his dressing room eating takeout sushi on a Saturday afternoon in June 2016, a
month before departing his show, his greatest concern was maintaining the social media buzz. He wondered
how Hamilton should manage social media to keep the fans engaged and the show sold out.
Position of Case in Course or Module
This case covers social media marketing tactics and is appropriate for any marketing course, particularly a
digital media class in which students are familiar with the major platforms. It is primarily tactical and includes
a great deal of specifics about the actions the show and lead actor take to support the musical (Instagram and
Facebook focus). It is best complimented by a strategic case that allows students to consider budgets and
platform-selection decisions.
Recommended Assignment Questions
1. Was social media necessary to promote Hamilton?
2. What is your assessment of Miranda’s personal voice on social media?
3. How do you recommend Miranda move on from the show without compromising the success it had
already met using digital marketing?
