Songs from the cast album of Beetlejuice on Broadway went viral on TikTok, helping the show's weekly ticket sales rise from $600k in April 2019 to $900k in June and up to $1.5mm in November.

As its social media manager, I needed to figure out how Beetlejuice could launch its own TikTok channel to build upon this virality, but critically, without feeling inauthentic and overly sales-y.

So I strategized a launch plan that gave our passionate, creative fanbase exactly what they wanted: more access, more audio, and more chances to be celebrated.

Our first post, an exclusive 24-hour release of the cut song “Dead Bird” timed to Thanksgiving, exploded.

In one week, it sparked 500,000 video views and 550+ creator-made TikToks using the audio. (Check them out!)

We followed it up with three more industry-first strategies:

• Asking cast members to post behind-the-scenes content directly to our channel, dubbed “TikTok Takeovers.”

• Launching monthly contests encouraging fan creativity tied to Beetlejuice audio.

• Posting that top fan-made content directly to our channel (with permission, of course).

By the end of the week, Beetlejuice’s TikTok channel had 2M+ video views, 400k+ engagements, and 50k followers, blowing past Broadway hits Dear Evan Hansen (17k followers) and Hadestown (19k).

Best of all, it led to our highest weekly ticket sales, reaching $2.5mm in January 2020, breaking the Winter Garden Theater's ticket sales record.

Five years later, Beetlejuice continues to be a phenomenon, rising from the dead for a third Broadway run this October 2025.