WHAT WE DID
MIRACLE The Musical is inspired by the Chicago Cubs 2016 World Series Championship win and chronicles the life of a northside family whose lives for generations have been intrinsically linked to the Cubs. The show’s goal was to maximize sales throughout the entire run and see a return on ad spend while reaching a hyper-targeted audience that was not the typical theatre-goer.
What We Did
In order to tap into the Chicago Cubs fan base on Facebook & Instagram, we first had to create an engaging page that made visitors want to come back for more and stay engaged. We did this by posting evergreen content such as timely Cubs news, hosting contests that encouraged users to post their Cubs tattoo, announcing which celebrity guests would sing the Seventh Inning Stretch and so much more.
Once we created a “go-to” source for the production, we were able to mix in paid promotional content that directed back to MIRACLE The Musical’s TIcketmaster page. For our initial targeting, we advertised towards men and women who were located in the Chicagoland area, interested in the Chicago Cubs and were theatre-goers. Once we identified that theatre-goers were not our core demographic, we advertised strictly to the Chicago Cubs fan. To extend that even further, we started advertising to Chicago Cubs fans located in Chicago feeder markets such as St. Louis, Minneapolis, Milwaukee, etc. in the second half of the run.
RESULTS WE GOT
By posting evergreen content that resonated with the typical Chicago Cubs fan, mixed with promotional that directed towards Ticketmaster, we were able to successfully create an engaged community of people who not only loved the Chicago Cubs, but also loved the production enough to become repeat attendees.
After implementing 36 various ads with A/B testing and close monitoring, which ran from March to September 2019, MIRACLE The Musical saw a 5,138% return on ad spend.