Sold-Out Hamilton Takes the Singing to the Street

Jim Glaub, creative director of ­interactive at ­theatrical advertising agency Serino/Coyne, says the #Ham4Ham show and resulting social media exchanges create great content. “It’s a special moment that you can never see again—but you can, because it’s documented on ­people’s iPhones and on Snapchat and other platforms.” Also, says Angelo Desimini, chief executive officer of Serino/Coyne, #Ham4Ham “is authentic to who Miranda is and the themes of the show,” and authenticity is the most important part of any marketing effort.

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