To take advantage of Tim Minchin’s rare visit to the UK, we created a social partnership with Blinkbox Music to reconnect his fans and reach out to potential new audiences for Matilda The Musical, the hit show that he scored.

We ran a competition from the Blinkbox Music Facebook page to win tickets to see Tim Minchin’s concert in Hyde Park, as well as a pair of tickets to Matilda with a meet-and-greet in the interval. This proved to be extremely successful, with 1,346 entrants in total, in addition to the relevant blog post on Tumblr being shared 3,000 times and an overall Facebook post reach of over 30,000.

The next phase of the campaign will see the creation of a Tim Minchin radio station, which will feature a selected playlist chosen by Tim. The station will be available for download via the Blinkbox Music app soon- so keep your eyes peeled!