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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 organizations. “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, theater 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 theater 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.