Boston Comic Con is the largest comic book and pop culture convention in New England.
This was the first year that Boston Comic Con decided to promote their event through digital video and display advertising. The shareholders needed to see a digital strategy that was guaranteed to increase ticket sales using video and social media.
Boston Comic Con needed video content that could double as a TV commercial, and that would create excitement around the convention in order to drive traffic to the website and increase ticket sales. They also needed display ads that would drive traffic to the website and increase awareness for the event across a variety of websites.
Vertical Rail implemented a contextual targeting strategy across Facebook, YouTube, and the Google Display Network.
The marketing strategy called for a series of 6 creative campaigns, each featuring a mix of video and display media. These campaigns ran for 5 weeks prior to the event. The creative for each campaign was based on a specific targeting strategy designed to reach comic book fans through each individual platform and channel.
- Determine impression share and targeting strategy for each audience
- Create contextual video and display ads with strong Call-to-Actions
- Manage budget to ensure spend fueled maximum engagement
At the end of the 5 week advertising period, total traffic to the website was 37.41% (more than 80,000 visits) over the previous year; with a 48.94% increase in new users. This increase in traffic contributed to over $1M revenue; including a 65.63% increase in ticket sales during the weekend of Boston Comic Con (Fri – Sun).
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