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Madison Square Garden Presents Wintuk by Cirque Du Soleil

Services Utilized

  • Online Display Advertising
  • Rich Media
  • Search Engine Marketing
  • Sponsorship

Campaign Objectives

  • Determine the impact that digital media has on consumer purchase intent for the New York production of Wintuk
  • Understand the competitive landscape to best estimate intent and quantity of ticket sales in highly competitive marketplace

Tactical Approach

  • Differentiate Wintuk by Cirque Du Soleil from Radio City Christmas Spectacular due to the exact same run dates and audience thru the use of rich media.
    • This tactic allowed for short reveals of storyline to give customers a preview on the content and feel of the show
  • Sponsor winter specific content in Manhattan to associate the show’s theme. e.g. sponsorship of weather triggered media on Weather.com during snow
  • Created custom “Winter in Manhattan”  photo albums highlighting celebrities in the city during the winter
  • Implemented a brand study to measure competitive landscape and purchase intent

Results

  • Digital campaign increased purchase intent among online audiences
  • Higher exposure frequencies have proven to be key to increasing purchase intent for Wintuk by Cirque du Soleil
  • Study results suggest Jersey Boys as Wintuk by Cirque Du Soleil’s greatest competitor
  • Users exposed to Madison Square Garden Entertainment ads have higher purchase intent for Wintuk than users that were not exposed
    • This has resulted in an overall purchase intent lift of over 10%

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