who had tweeted about how much they loved the show and others were influencers who we knew were fans. So one month later, we identified 1,000 special fans on Twitter-some were folks who had simply seen the show Off-Broadway or in D.C.
Step 2: Based on our fans’ reactions, we knew we were onto something. So unannounced, we streamed the song “Only Us” on our website for six hours. Step 1: Before the show started performances on Broadway (and a full six months before the cast album release), we wanted to give our fans what they were begging us for-a taste of the music. We quickly realized the key to activating this fan base was through personal, one-to-one communication and by eventizing the content delivery process. But from the very beginning, it was clear that there was a small, but rabid fan base who were incredible supporters of the show and hungry for content. We began work on Dear Evan Hansen almost two years before the show opened on Broadway.
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