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The Big Ticket

OVERVIEW:

A big concert needs a big crowd to be a big success, and that’s why The Big Ticket in Jacksonville, FL, chose a big multi-screen marketing campaign give a big boost to ticket sales. Comcast Spotlight worked with the event organizers to develop a television and digital marketing initiative along with a custom sweepstakes to build awareness and interest.

STRATEGY:

With a lineup that included Stone Temple Pilots, Thirty Seconds to Mars, a Day to Remember, Jimmy Eat World, the Dirty Heads and more, the target audience was in the 14-35 age bracket, skewing towards the younger end of that range. It was a perfect fit for networks like Adult Swim, Comedy Central, E!, ESPN, ESPN2, MTV and VH1. To maximize reach, the festival took advantage of Comcast Spotlight’s I+ platform to engage XFINITY TV, DIRECTV and AT&T U-verse television services. That young, digital-savvy audience also was a perfect match for a home-page takeover on XFINITY.com and the NBCU Digital Entertainment at network, expanding visibility to sites such as E! Online, Fandango and Movies.com. Comcast Spotlight also created a sweepstakes offering a pair of VIP tickets and other related prizes. A custom-created commercial and landing page boosted awareness and engagement for the event.

SUCCESS:

Before the campaign began, the concert had sold 5,000 tickets, short of the 8,000 needed to break even. Over the course of the final 10 days of sales, 8,000 tickets were sold, bringing the total to 12,000. The effort was so successful that Big Ticket organizers planned to institute a similar campaign for the following year’s concert.