The news: Ramp took an unusual approach to promoting its AI-powered bill-pay product–it made it a Broadway musical.

Bill Pay The Musical was a free, one-night-only production at Broadway’s Broadhurst Theatre starring Billy Porter, Billy Zane, and Jessica Vosk. It featured original music and comedy that revolved around Ramp’s product.

Zooming in: Ramp encouraged attendees to pull out their phones and record the performance—flipping normal Broadway etiquette on its head—and has since released footage of the production online, per InsideHook.

Ramp’s head of marketing, Hope Tucker, told Muse that the company viewed the event as a jumping-off point for “relationships, press, social content and distribution,” rather than the end product itself. 

Ramp also enlisted creators and influencers and promoted the show through entertainment, business, and theater press, out-of-home displays, direct mail, and social marketing. 

Why it matters: Ramp is testing whether a spectacle can make financial advertising travel further than the initial media buy.