Scare City Experience
After the huge success of the Scare City Experience last year, the goal for 2023 was to make the event bigger (and bloodier) than ever. This was reflected in the scale of the event, now complete with 10 immersive scare zones for the unsuspecting public to survive.
But our targets went beyond scares – we needed to match this ambition with ticket sales. Our paid campaigns had to drive more conversions than ever before, taking the success of Scare City to the next level.
We began by outlining a strategic shift towards an omni-channel approach for our paid activity. In previous years, our main focus had been on Facebook Ads, with Google Ads serving as a secondary channel. This year however, we set out to use Facebook, Instagram, TikTok, and Google.
Our primary focus was to increase ticket sales, and enhance brand awareness at the same time. We also had the added challenge of successfully adapting to our new ticketing platform. With the integration of Ticket Tailor, we had to implement new techniques for conversion tracking.
Additionally, this marked our first year using Google Analytics 4 (GA4). As a result, we now have full control over conversion tracking, which allows us to monitor sales and revenue obtained through our ads.
With all of the above in mind, our team came together, pooled our collective expertise, and ultimately created a comprehensive plan for paid campaigns that would deliver the increased ticket sales the event demanded.
Embracing the omnichannel approach has proven to be a game-changer. Combining our paid forces has achieved our best results in recent memory. In a remarkable debut, our utilisation of TikTok ads produced outstanding returns.
This showcases how our paid campaign worked towards growing the Scare City brand, taking last year’s success and building on it to deliver an even more successful experience. As a 360 marketing agency, this was just one part of a wider marketing effort, which also included web development, social media, and creative.
Managing Scare City’s Paid Media accounts was some of the most fulfilling work we’ve ever done. From the initial stages of idea generation to the final execution, each team member played a pivotal role in achieving remarkable results through strategic campaigns on platforms such as Google Ads, Facebook, and TikTok. Our collaborative efforts across these channels contributed significantly to the overall success of the campaigns and made an amazing event even better!