Matilda The Musical celebrated 5 years in the West End this November with a special performance of the show where everyone in the audience enjoyed complimentary champagne and birthday cupcakes. To celebrate the fifth birthday we delivered fresh, standout creative in order to drive new audiences awareness and heighten interest in this incredible show. To support the campaign we created a large amount of engaging new content including a fifth birthday infographic and multiple image posts featuring the cast across Facebook, Twitter and Instagram. Watch what happened when we surprised our day seat queue here and take a look at our Matilda website for more action from the day.