Vans Warped Tour returns to TEC Direct Media, acquiring increased ticket sales, fan engagement and audience data collection.
After a successful campaign to support the 2011 tour, Vans Warped Tour creators asked TEC Direct to execute their national TV advertising for the second year in a row. But they didn’t stop there.
TEC Direct built on the previous year’s strategy and introduced a whole new element to increase fan engagement. TEC designed and executed a a mobile text-to-win contest to be featured in the television creative, allowing Warped fans to text in to win while capturing useful audience data.
The results were immediate. With each commercial that aired, thousands of fans responded by entering the contest. TEC carefully measured response by media outlet to improve campaign performance. Fans opted-in to receive additional tour messaging, industry conversion benchmarks were beat and ticket sales were up.