West Side Story is one of the world’s most famous musicals, and deals with the issue of love against all odds.

In Sweden, more than 50% of the population is single. Most of them are between 18 and 30. A group that rarely or never visits the opera.So we launched mis-match.se, a dating site where you were mismatched with your total opposite. And together, you were invited to see West Side Story. We promoted the site outdoors and in print.

Most newspapers and blogs picked up on the story and effectively spread both the site and West Side Story to the masses.

The end result? The best selling musical in 5 years, over 92% of the seats covered, and nearly 5,000 people who met their mis-match on the site.

We launched mis-match.se and spread the site through print ads and and outdoor advertising. We also put specifically made posters and beer tablets in bars with a homogeneous audience.

The site gave more than 80,000 impressions and almost 5,000 people used the site to find their mis-match in just a few weeks. The biggest swedish newspapers like Svenska Dagbladet, Aftonbladet, Göteborgs-Posten, Metro all wrote about the new dating site.

More importantly, the campaign was also a success when it came to sales. West Side Story was the biggest selling musical in five years with more than 92% of the seats covered, and ticket sales among youths increased with an incredible 62%.