Twitter campaigns provided @TodayTix with the ability to combine geotargeting with broad interest targeting, and then layered in city-specific interest targeting, such as local media and performing arts organisations. “That trifecta allows us to hit an audience that’s targeted but can scale,” says Sarah Bidnick, vice president of marketing at TodayTix.
Layering in @username targeting of local playhouses, theatre companies and Broadway actors also proved to be effective. “One of the reasons we love Twitter is because we can target by handle, which is a really strong measure of interest,” says Bidnick. “We can also target around some of the events that people talk about on Twitter, like the Tony Awards, Broadway Week, or live TV productions like ‘The Wiz,’ to reach theatre fanatics who see many shows every year.”
TodayTix found that calling out a celebrity in a show or any connection to pop culture helped increase conversion rates. In London, users saw a photo of actor @AdrianLester in “Red Velvet” promoted by the @TodayTixUK account.
TodayTix partnered with theatres and shows across the US and London like “Lazarus” and off-Broadway “Hamilton” to run mobile-only lotteries for same-day tickets. The Promoted Tweet copy drove fans to the app to enter their names into the lottery and then to Tweet about the contest for an extra entry. “We’ve had great success using Twitter to drive buzz around show lotteries,” Bidnick says. “People were more than willing to share, and suddenly we had all this buzz for the show, as well as a targeted audience demonstrating their interest in going. We were able to convert them in that moment, which was essential to the success of the campaigns.”
The campaigns featured creative content that showcased plays showing in the user’s city. “Our creative approach is to lead with the product and hook theatregoers by putting the show front and centre,” Bidnick says. “By serving the ads natively in the timeline we’re able to catch the eye of theatre fans and drive them to install and purchase tickets, and if they already have the app installed, purchase tickets again.”
Twitter is not only a great place for us to acquire customers, but because we’re then using the platform to re-engage the same customers, it’s also been a driver of more valuable installs and increased repeat purchasing behaviour in the app.