CLIENT:
Vans Warped Tour is one of the most recognizable touring music festivals in North America, bringing together emerging and established artists for a series of live events across the country.
In 2014, ticket sales were performing well overall, but several individual markets required additional support to sustain momentum and maximize attendance. With a limited promotional window before each event, the campaign needed to efficiently reach likely concertgoers and motivate ticket purchases in specific local markets.
SOLUTION:
TEC Direct Media developed a targeted programmatic advertising campaign using TECX, our proprietary programmatic buying platform. The strategy focused on reaching likely Warped Tour attendees through a combination of geographic, behavioral, contextual, and retargeting tactics.
The campaign began with highly specific ZIP code targeting around each venue to concentrate impressions where demand was most likely to convert into ticket purchases. Additional audience targeting layers helped identify consumers with relevant music, entertainment, and lifestyle interests, while retargeting efforts re-engaged users who had already demonstrated interest in the tour. Display and video placements worked together to expand awareness and keep Warped Tour top of mind throughout the five-week promotional period.
RESULTS:
The campaign exceeded impression delivery goals by 35%, generating significant awareness across all four targeted markets while maintaining efficient media costs. Strong click-through performance demonstrated that the campaign successfully connected with the intended audience and drove qualified traffic to ticket purchase channels.
By combining precise audience targeting with programmatic optimization, TEC Direct Media helped Warped Tour extend market-level reach, support local ticket sales efforts, and maximize the impact of its promotional investment during a critical sales window.
