Vans Warped Tour 2014 ticket sales started out strong throughout the country. However, four venues needed extra media support to drive awareness and ticket sales. Our objective was to generate targeted awareness for each event within those markets at the lowest possible media cost.
Our solution leveraged the digital targeting and buying power of TECX, our programmatic media buying platform. We designed an online display and video campaign beginning with zip code targeting in each market to avoid waste. We also deployed a combination of behavioral, contextual, and retargeting strategies to serve ads only to likely Warped Tour patrons.
After a five week campaign for each market, we managed to over deliver on the campaign impression goal by 35%. All the while, we maintained a strong display CTR, driving fans to purchase.